This document discusses how Argos, a UK retailer, uses Brandwatch for social media insights. It provides details on Argos' business, including sales figures and store formats. It then outlines how Argos uses Brandwatch to understand customer sentiment towards its new digital store and homebase concession store concepts, learn about customer experiences and preferences across locations, and measure reactions to PR campaigns. Argos aims to gain actionable insights from social media to help further expand its digital store format and product lines.

1. Using Brandwatch for Social Insights
Understanding perceptions towards new concepts

3. Who we are now?
• Sales of £3.9bn in 2013
• UK’s 2nd most visited retail website
• 747 stores across the UK and Republic of Ireland
• 32 Digital Stores from London to Scotland
• 13 new format stores in Homebase
• Company undergoing a digital revolution

4. The launch of our Digital Stores
• Exciting new format – moving into Digital future
• 32 new Digital stores across whole of UK

5. The launch of our Digital Stores

6. The launch of our Homebase Concessions
• Thirteen concession stores currently operating in Homebase stores
around the country

7. What are we currently learning about our
customers?
• The basic sentiment towards us as brand
• Sentiment towards our new concept stores
• Geographical & Demographical differences
• The overall customer journey
• Campaign Reaction

8. What we have learnt about our Digital Stores
• By using customer language, we can understand which stores are
performing well for customers and identify areas for improvement
• Most importantly, we can understand why
Tottenham Court…
Old Street
Meadowhall…
Liverpool One
Kensington
Ilford
Holloway Road
Harringay
Hammersmith
Fulham North End…
0 2 4 6 8 10 12 14
Feltham
East Ham
Dunfermline
Colchester Tollgate
Clapham Junction
Cheapside
Chancery Lane
Cannon Street
Camden
Beckton
Balham
Weekly mention volume of DCS stores

9. What we have learnt about our Digital Stores
• Geographical differences : Tech savvy Londoners, Human
Touch Northerners
• The catalogue and pens are still missed by some
• Pinch points of when customers are having a more
positive and more negative experiences
6
5
4
3
2
1
0
Sentiment of DCS stores by hourly view
Positive Negative

10. How we measure feedback for PR and campaigns
• Use tool to measure feedback of new brands and campaigns
• Understand how effective different PR events are
• Furthermore, understand who the responding audience are

11. Actionable insights that cross the online / offline divide
“@Argos_Online thank
you so much for
listening!!! I shall definitely
be coming into the store.
#greatcustomerservice
#onehappybunny”

12. What else do our customers tell us?

13. • Further rollout of our Digital Store format
• ‘An Argos within a Homebase’
• Expansion of our eBay Click and Collect initiative
• Product Range extension
• Launch of exciting new brand!
…and we will be using social analytics to track each of these every
step of the way
Looking ahead

14. How to segment data
Katie Belton/ Account Management

15. Categories /What to segment
#brandwatchtips © 2014 Brandwatch.com | 15

16. What is a rule?
Definition:
Rules allow you to automatically perform actions on mentions, both in the future
and historically, based on searches and filters that you define.
A rule can be used for different actions: sentiment, workflow, tag, category
To keep in mind:
There is a limit to what can be done automatically.
CONVERSATIONS TIME INBOX INSIGHTS
#brandwatchtips © 2014 Brandwatch.com | 16

17. How to setup categories
Rules can be setup from the Mentions component or using the Rules
option under the Tools section
Write down your search terms, choose the action, give a name and save!
CONVERSATIONS TIME
#brandwatchtips © 2014 Brandwatch.com | 17

18. Email contact@brandwatch.com
Web brandwatch.com
Twitter @brandwatch
Telephone
UK +44 (0)1273 234290
US +1 212 229 2240
DE +49 (0)30568 370 040
Document Limitation
The information given in this document has been checked for accuracy and completeness however
Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom