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1. #bsocial14
Going local: Driving advocacy
close to home
Dave Cluka

2. #bsocial14
Our Brands

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Market Opportunity

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Vision & Plan

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What We’re Seeing

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What We’re Seeing

7. Jim Bassett, Digital Operations and Intelligence
Bazaarvoice Summit US, 13 May 2014
© Argos 2014

8. Argos facts
• 3rd Largest visited retail website in the UK
• 750+ UK Stores and growing
• 50,000 products
• 50% of transactions come from digital channels
• 90% of digital ones are multi-channel (check & reserve)
• 1 year into a 5 year transformation plan
• Working with Bazaarvoice strategically for 6 years
• Collected over 2 million customer product reviews
• BV Local supports our transformation
© Argos 2013 8

9. Reinventing as a digital retail leader

10. © Argos 2013 10

11. Store of the future, today:
Argos Digital Concept stores

12. Digital browser

13. Pay & Collect and Fast Track

14. Largest delivery network in UK:
Hub & Spoke and voice pick
Hub &
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p

15. How do we stay close
to the local consumer?
© Argos 2013 15

16. © Argos 2013 16

17. © Argos 2013 17
Great insights from Bazaarvoice Local
1) Will Argos customers actually share their store
feedback via reviews, and will we get enough for this
to be meaningful?
2) Will we gain specific and ongoing insights that enable
Argos to create a better experience store by store?
1) Will we learn strategic lessons about our “store of the
future” digital store format roll-out to make real
improvements?
YES
YES
YES

18. © Argos 2013 18
1) Will Argos customers actually share their store feedback via reviews,
and will we get enough for this to be meaningful?
12,969 Reviews received across 96% of stores
18.2 Average number of reviews per store
4.48
Average overall rating from customers
across all stores (out of 5.0)

19. © Argos 2013 19
2) Will we gain specific and ongoing insights that enable Argos to create a
better experience store by store?
Select Moderation Status: APPROVED
Select Country: England
Select Region(s): Central London
Age 35 to 44
Gender Female
Store Name Avg. Overall Rating Avg. Store Cleanliness Avg. Staff Knowledge Avg. Ease of Shopping Experience Average of SpeedOfService # Reviews Submitted
Putney 5.00 5.00 5.00 5.00 5.00 1
Marble Arch 5.00 5.00 5.00 5.00 4.50 2
Victoria 5.00 4.50 4.50 5.00 5.00 2
Edmonton Ravenside Retail Park 5.00 5.00 5.00 5.00 5.00 2
Peckham 5.00 5.00 5.00 5.00 5.00 1
Holloway 5.00 5.00 5.00 5.00 5.00 1
Streatham 5.00 5.00 5.00 4.00 4.00 1
Kilburn 5.00 4.00 5.00 5.00 5.00 1
Wood Green 5.00 4.00 4.00 4.00 5.00 1
Balham 5.00 4.50 4.50 4.50 4.50 2
Leytonstone 5.00 5.00 5.00 5.00 5.00 1
Dalston 4.83 4.50 4.33 4.83 4.83 6
Brixton 4.67 4.67 4.67 4.67 5.00 3
Camden 4.33 4.33 4.33 4.33 3.00 3
Walworth Road 4.00 4.00 4.00 5.00 5.00 1
Wandsworth 4.00 3.00 4.00 4.00 5.00 1
Hammersmith 4.00 4.50 4.50 4.00 4.00 2
Old Street 3.67 5.00 4.00 3.67 3.67 3
Whitechapel Road 3.50 3.25 4.25 2.75 3.50 4
Old Kent Road 3.50 5.00 3.50 3.50 3.67 6
Kensington 3.50 4.50 3.00 3.00 3.00 2
Stratford 3.00 2.00 1.00 3.00 1.00 1
Chancery Lane Holborn 2.00 5.00 5.00 1.00 3.00 1
Edmonton Green 1.00 2.00 1.00 1.00 2.00 1
Grand Total 4.20 4.43 4.18 4.06 4.12 49
719
Reviews with commentary on parking
and/or store location
Reviews with negative customer
service experience1,137
Reviews with Staff Accolades5,813

20. © Argos 2013 20
3) Will we learn strategic lessons about our “store of the future”
digital store format roll-out to make real improvements?
Actionable Feedback:
“CollectionPoint numbers are easily hidden by ppl
standing in front of them. Alert when goods ready to
collect also gone so ppl whose stuff is ready are blocked
from counter by others whose stuff isn't ready. Also
signage about pay points was confusing people.”
- YourMum (Chancery Lane Holburn, Central London)
Really not good and a bit of disarray. Get it right, have a
queueing system so people don't feel peeved that
they are waiting longer than someone whose just walked
through the door. Have a section where people then
wait for their goods. … All good to move with the times
digitally but get the customer service bit right!
- Soul7 (Marble Arch, Central London
Ease of Shopping Experience+34%
Speed of Service+29%
Staff Knowledge+91%
Store Cleanliness+8%
Customer Service+15%
Improvement in digital store experience: Offpeak vs. holiday season

21. © Argos 2013 21
What’s next
Argos’ store reviews can be indexed by Google and
displayed for local search results allowing for the
transition from:
BEFORE: Only reviews seen are the minimal negative
reviews collected directly by Google, Yelp and others.
AFTER: Argos reviews seen within results provide better
balance, higher ratings & credibility

22. © Argos 2013 22
What’s next
Store reviews on Argos store pages
In-store pickup reviews in eCommerce path
Internal heat map to visually show
service level by region