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Going local: Driving advocacy close to home

Dave Cluka

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Our Brands

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Market Opportunity

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What We’re Seeing

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What We’re Seeing

Jim Bassett, Digital Operations and Intelligence

Bazaarvoice Summit US, 13 May 2014

© Argos 2014

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

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Reinventing as a digital retail leader

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Store of the future, today:Argos Digital Concept stores

Digital browser

Pay & Collect and Fast Track

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

Hub &

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How do we stay close to the local consumer?

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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?

3) Will we learn strategic lessons about our “store of the future” digital store format roll-out to make real improvements?

YES

YES

YES

© 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)

© 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: APPROVEDSelect Country: EnglandSelect Region(s): Central LondonAge 35 to 44Gender Female

Store Name Avg. Overall Rating Avg. Store Cleanliness Avg. Staff Knowledge Avg. Ease of Shopping Experience Average of SpeedOfService # Reviews SubmittedPutney 5.00 5.00 5.00 5.00 5.00 1Marble Arch 5.00 5.00 5.00 5.00 4.50 2Victoria 5.00 4.50 4.50 5.00 5.00 2Edmonton Ravenside Retail Park 5.00 5.00 5.00 5.00 5.00 2Peckham 5.00 5.00 5.00 5.00 5.00 1Holloway 5.00 5.00 5.00 5.00 5.00 1Streatham 5.00 5.00 5.00 4.00 4.00 1Kilburn 5.00 4.00 5.00 5.00 5.00 1Wood Green 5.00 4.00 4.00 4.00 5.00 1Balham 5.00 4.50 4.50 4.50 4.50 2Leytonstone 5.00 5.00 5.00 5.00 5.00 1Dalston 4.83 4.50 4.33 4.83 4.83 6Brixton 4.67 4.67 4.67 4.67 5.00 3Camden 4.33 4.33 4.33 4.33 3.00 3Walworth Road 4.00 4.00 4.00 5.00 5.00 1Wandsworth 4.00 3.00 4.00 4.00 5.00 1Hammersmith 4.00 4.50 4.50 4.00 4.00 2Old Street 3.67 5.00 4.00 3.67 3.67 3Whitechapel Road 3.50 3.25 4.25 2.75 3.50 4Old Kent Road 3.50 5.00 3.50 3.50 3.67 6Kensington 3.50 4.50 3.00 3.00 3.00 2Stratford 3.00 2.00 1.00 3.00 1.00 1Chancery Lane Holborn 2.00 5.00 5.00 1.00 3.00 1Edmonton Green 1.00 2.00 1.00 1.00 2.00 1Grand 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

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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

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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

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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