Do you know how many of your email recipients have inadvertently unsubscribed? An email like this is a neat way to win them back. What have you got to lose?--MT
Showing posts with label Argos. Show all posts
Showing posts with label Argos. Show all posts
Thursday, 9 June 2011
Idea to steal: managing unsubscribes
I accidentally unsubscribed from Argos’s email list earlier this week. Luckily though, the retailer was on the case to rectify that error. With the subject line “Are you sure?”, Argos’s email immediately caught my attention in a crowded inbox. It continued: “We are sorry to see you have recently chosen not to hear from us. Argos emails are a great way to be the first to know about our best deals, exclusive competitions and much, much more. If you have changed your mind or didn’t mean to unsubscribe, please let us know by clicking here.” This simple, no-fuss email ensured that I quickly added myself back to the list.
Do you know how many of your email recipients have inadvertently unsubscribed? An email like this is a neat way to win them back. What have you got to lose?--MT
Do you know how many of your email recipients have inadvertently unsubscribed? An email like this is a neat way to win them back. What have you got to lose?--MT
Thursday, 2 December 2010
Snow chance to get creative
In January this year, we chided direct marketers for failing to make the most of the cold snap to boost sales. So with temperatures plummeting again, and much of the UK hit by blizzards and ice, have marketers learnt their lesson?
As we pointed out last year, consumers are well aware of the difficult driving conditions, and expect that deliveries may take longer. Most retailers, for their part, are reassuring customers with up-to-date delivery information. Ethical Superstore, for example, suspended its next-day delivery option on 29th November until further notice due to adverse weather conditions in the north-east of England. Whilst John Lewis, Mark & Spencer, and Argos amongst others, all display notices of possible delays on their home pages. But, just as we said last year, inevitable delays will not deter people from shopping online. Indeed, as Alison Quill, managing director of toys and games cataloguer BrightMinds, posted on Twitter, rainy weather contributed to a significant rise in sales last month, “Will snow gave same effect as rain on mail order, or will customers be nervous about deliveries? Time will tell”.
So how exactly are direct sellers attracting those who are snowed in to visit their website? An email from Hotel Chocolat received this morning urged recipients to “Avoid the snow and order Christmas gifts online TODAY + Free Gifts Offer”. This, however, was the only mention of snow in the entire email. It was as though Hotel Chocolat had planned a Christmas-themed email and added snow to the subject line as an afterthought.
An email from the Fish Society, with the jolly subject line “Let it snow”, was actually rather brusque: “We will NOT despatch your order if delivery is threatened by snow”. Of course it makes perfect sense not to despatch perishable goods if they are unlikely to reach their destination before they spoil, but I feel the email could have had a more reassuring and sympathetic tone.
Another email, this time from gifts and gadgets etailer I Want One of Those, buried the snow theme halfway down its email titled “Give better gifts with IWOOT & 10% off Photogifts”. Another rather bland example is Crew Clothing which sent an email titled “Snowed in? Buy your Crew Winter warmers online!”. Exclamation point aside, there wasn’t much to get excited about.
So far, I haven’t received a snow-related email that was truly engaging. Perhaps retailers are all too busy trying to work around the snow in the run-up to Christmas to really get creative.
However, I did get an email from the dedicated folks at Derbyshire-based Dolls House Emporium. Most of them had been out in the car park this morning with shovels and makeshift snowploughs to clear and grit the way for the delivery vans. They even sent me a photo to prove it.--MT
Monday, 4 January 2010
December Catalogue Log
Each year we read that consumers are waiting later and later to complete their Christmas shopping. But marketers are apparently not waiting till the last minute to send their catalogues. In December we received just 62 catalogues, the lowest volume of any month in 2009 except April. (And I’m sure that the scant 40 catalogues we tallied in April was some sort of aberration. Gremlins must have swiped the bulk of our post that month so that they could order more spanners to throw into works.) By way of comparison, in November we received more than twice as many catalogues—140.
Half of the December catalogues made no mention of special offers on their covers or in their covering letters. This is a statistically insignificant increase from the 49.3 percent of November’s catalogues. What’s more the percentage of free delivery and gift-with-purchase offers declined. Whereas 19.3 percent of the November catalogues advertised free P&P, just 12.9 percent of the December catalogues did. Likewise, 14.3 percent of the November catalogues touted a free gift, compared with 6.5 percent in December.
These numbers might lead you to believe that fewer marketers felt the need to reduce their margins in order to gain sales from procrastinating Christmas shoppers. But the percentage of catalogues offering sales and discounts refute this: 37.1 percent of the December books boasted of discounts and similar offers, up from 31.4 percent in November.
Only five of the 62 catalogues prominently displayed their order deadlines for Christmas delivery. Maybe that was because most of the cataloguers didn’t have particularly user-friendly deadlines. Knitwear mailer Wolsey, for instance, gave noon, 16th December as its cut-off date—not much of a help for last-minute shoppers. Discount fashion mailer M and M Direct had the latest deadline: midday on 22nd December.
Conversely, Argos targeted early birds with its Furniture Sale insert, which let customers know that the sale began on Christmas day.
Now, as a treat for the wonks amongst you, a few year-end statistics. In total, Catalogue e-business logged in 1,476 catalogues in 2009. September was the month with the greatest volume, a back-breaking (for the posties) 212 catalogues.
May saw the highest percentage of catalogues with prominent sale or discount offers, 43.7 percent. The March books, meanwhile, were the least likely to boast of discounts and price cuts, with just 28.1 percent doing so. For all of 2009, 523 catalogues, or 35.4 percent, made a point of promoting discounts and sales.
Free delivery was most popular in October, with 21.7 percent of the catalogues offering it, and least popular in February, when only 7.3 percent offered it. For the entire year, 219 catalogues, or 14.8 percent, offered conditional or nonconditional free P&P.
Slightly less popular as a promotion was the gift with purchase. All told, 191 of the catalogues received last year, or 12.9 percent, offered it. June was the most popular month for free gifts, when 17.8 percent offered them.--SC
Half of the December catalogues made no mention of special offers on their covers or in their covering letters. This is a statistically insignificant increase from the 49.3 percent of November’s catalogues. What’s more the percentage of free delivery and gift-with-purchase offers declined. Whereas 19.3 percent of the November catalogues advertised free P&P, just 12.9 percent of the December catalogues did. Likewise, 14.3 percent of the November catalogues touted a free gift, compared with 6.5 percent in December.
These numbers might lead you to believe that fewer marketers felt the need to reduce their margins in order to gain sales from procrastinating Christmas shoppers. But the percentage of catalogues offering sales and discounts refute this: 37.1 percent of the December books boasted of discounts and similar offers, up from 31.4 percent in November.
Only five of the 62 catalogues prominently displayed their order deadlines for Christmas delivery. Maybe that was because most of the cataloguers didn’t have particularly user-friendly deadlines. Knitwear mailer Wolsey, for instance, gave noon, 16th December as its cut-off date—not much of a help for last-minute shoppers. Discount fashion mailer M and M Direct had the latest deadline: midday on 22nd December.
Conversely, Argos targeted early birds with its Furniture Sale insert, which let customers know that the sale began on Christmas day.
Now, as a treat for the wonks amongst you, a few year-end statistics. In total, Catalogue e-business logged in 1,476 catalogues in 2009. September was the month with the greatest volume, a back-breaking (for the posties) 212 catalogues.
May saw the highest percentage of catalogues with prominent sale or discount offers, 43.7 percent. The March books, meanwhile, were the least likely to boast of discounts and price cuts, with just 28.1 percent doing so. For all of 2009, 523 catalogues, or 35.4 percent, made a point of promoting discounts and sales.
Free delivery was most popular in October, with 21.7 percent of the catalogues offering it, and least popular in February, when only 7.3 percent offered it. For the entire year, 219 catalogues, or 14.8 percent, offered conditional or nonconditional free P&P.
Slightly less popular as a promotion was the gift with purchase. All told, 191 of the catalogues received last year, or 12.9 percent, offered it. June was the most popular month for free gifts, when 17.8 percent offered them.--SC
Thursday, 19 November 2009
The “big book” isn’t dead yet
The headline of the press release was innocuous enough: “JCPenney Transforms Catalog Strategy to Better Serve Customer Preferences”. But beneath the corporate-speak came the real news: The Stateside department store retailer is discontinuing its twice-a-year “big book” general-merchandise catalogue to focus on the web and speciality mailings. The fall/winter 2009 edition will be the last. It will also be the last major consumer big-book catalogue in the US. Montgomery Ward ceased publishing its big book in the mid-1980s; Spiegel and Sears retired theirs in the 1990s.
So the big book is dead in the US; long live the big book in the UK?
Without a doubt, the traditional UK big books aren’t as big as they used to be. And the Big Six are now owned by just two companies: Shop Direct Group has commandeered Littlewoods, Great Universal, Empire, and Kays (transforming the latter three into near-identical triplets), while Freemans Grattan Holdings owns—wait for it—both Freemans and Grattan. The Big Six have moved from their agency roots, though the ability to pay for products in weekly or monthly instalments remains part of their appeal to lower-income consumers and those ineligible for major credit cards.
Of course, those brands could still offer payment plans as online-only entities or while substituting smaller, niche catalogues for their comprehensive editions. And in fact Shop Direct this summer rebranded its Littlewoods Direct fascia (which unlike the core Littlewoods brand did not allow for weekly payments) as Very. The website, which has a prominent social-networking component, is Very’s core sales vehicle; the first print catalogue under the new name was nothing more than a compilation of tiny photos and SKU numbers of every item available on the website, designed solely to drive readers to Very.co.uk.
The second edition of the Very catalogue, however, did revert back to a more traditional big-book form: in situ photos, a variety of page layouts, 676 pages versus 354, the listing of the call centre phone number as well as the website URL, an index, size guides. Which suggests that the UK is not ready to abandon the big books just yet.
Another sign that the extinction of the big book in the UK isn’t yet imminent: The past few years have seen a few new entrants. Supermarket giants Tesco and Asda both launched comprehensive catalogues of their nonfood, nonapparel offering in the past few years. These catalogues follow the Argos big-book model, and not just in appearance (smaller trim size, boxy layouts). For all three brands, you can have products delivered to you or you can pick them in-store (though not all Asda and Tesco supermarkets allow for store pickup of direct orders just yet).
Why, though, do the Brits still favour comprehensive print catalogues while the Yanks apparently don’t? A few thoughts:
* The US is a much more diverse population and therefore has more need of speciality catalogues. The BNP’s fear-mongering to the contrary, 92.1 percent of the UK population is white, according to the 2001 census, and of that group, according to the CIA World Factbook, nearly 84 percent are of English ethnicity. Indians are the largest minority group, with 1.8 percent of the population. In the States, according to projections from the US Census Bureau, 68 percent of the population are non-Hispanic whites, with Hispanics of all races accounting for 15 percent, African Americans 12 percent, and Asians 5 percent. When you’re speaking to a less homogenous audience, you need to create more-specialised marketing to best target their distinct preferences and needs. For example, Spanish-language versions of mailings make good sense for many Stateside marketers.
And that’s just barebones ethnic diversity. The US is also more diverse than the UK when it comes to geography and climate: If the fall-winter edition of a big-book catalogue features 50 pages of snow boots, anoraks, ice scrapers, and portable heaters, that’s 50 pages of content irrelevant to recipients in southern states.
* Digital marketing in the US is more advanced than in the UK, making it a more viable substitute for traditional print catalogues than in Britain. No, I’m not suggesting that digital can replace print full stop. But because US websites have been quicker to adopt features such as customer reviews, live chat, product recommendation engines, video demonstrations, and the like, they have become more of a primary resource for shoppers than the print catalogues. In response to this quicker evolution of ecommerce in the States, print catalogues over there have morphed more dramatically into traffic drivers. (For examples, see “Which is the tail and which is the dog?”.)
* The Brits love their traditions more than the Yanks. Despite the advent of satellite TV with its 500 channels of choice, and regardless of the fact that the monarchy is all but powerless, Brits still sit themselves in front of the telly after their Christmas dinner to watch the Queen’s Speech. It serves no real need and has no real effect on anyone’s life, but the British won’t give it up. So we shouldn’t be surprised that two-thirds of all UK households still have an Argos catalogue in their home at any given time. For most UK shoppers, it—and other big books—still works just fine, thank you.--SC
So the big book is dead in the US; long live the big book in the UK?
Without a doubt, the traditional UK big books aren’t as big as they used to be. And the Big Six are now owned by just two companies: Shop Direct Group has commandeered Littlewoods, Great Universal, Empire, and Kays (transforming the latter three into near-identical triplets), while Freemans Grattan Holdings owns—wait for it—both Freemans and Grattan. The Big Six have moved from their agency roots, though the ability to pay for products in weekly or monthly instalments remains part of their appeal to lower-income consumers and those ineligible for major credit cards.
Of course, those brands could still offer payment plans as online-only entities or while substituting smaller, niche catalogues for their comprehensive editions. And in fact Shop Direct this summer rebranded its Littlewoods Direct fascia (which unlike the core Littlewoods brand did not allow for weekly payments) as Very. The website, which has a prominent social-networking component, is Very’s core sales vehicle; the first print catalogue under the new name was nothing more than a compilation of tiny photos and SKU numbers of every item available on the website, designed solely to drive readers to Very.co.uk.
The second edition of the Very catalogue, however, did revert back to a more traditional big-book form: in situ photos, a variety of page layouts, 676 pages versus 354, the listing of the call centre phone number as well as the website URL, an index, size guides. Which suggests that the UK is not ready to abandon the big books just yet.
Another sign that the extinction of the big book in the UK isn’t yet imminent: The past few years have seen a few new entrants. Supermarket giants Tesco and Asda both launched comprehensive catalogues of their nonfood, nonapparel offering in the past few years. These catalogues follow the Argos big-book model, and not just in appearance (smaller trim size, boxy layouts). For all three brands, you can have products delivered to you or you can pick them in-store (though not all Asda and Tesco supermarkets allow for store pickup of direct orders just yet).
Why, though, do the Brits still favour comprehensive print catalogues while the Yanks apparently don’t? A few thoughts:
* The US is a much more diverse population and therefore has more need of speciality catalogues. The BNP’s fear-mongering to the contrary, 92.1 percent of the UK population is white, according to the 2001 census, and of that group, according to the CIA World Factbook, nearly 84 percent are of English ethnicity. Indians are the largest minority group, with 1.8 percent of the population. In the States, according to projections from the US Census Bureau, 68 percent of the population are non-Hispanic whites, with Hispanics of all races accounting for 15 percent, African Americans 12 percent, and Asians 5 percent. When you’re speaking to a less homogenous audience, you need to create more-specialised marketing to best target their distinct preferences and needs. For example, Spanish-language versions of mailings make good sense for many Stateside marketers.
And that’s just barebones ethnic diversity. The US is also more diverse than the UK when it comes to geography and climate: If the fall-winter edition of a big-book catalogue features 50 pages of snow boots, anoraks, ice scrapers, and portable heaters, that’s 50 pages of content irrelevant to recipients in southern states.
* Digital marketing in the US is more advanced than in the UK, making it a more viable substitute for traditional print catalogues than in Britain. No, I’m not suggesting that digital can replace print full stop. But because US websites have been quicker to adopt features such as customer reviews, live chat, product recommendation engines, video demonstrations, and the like, they have become more of a primary resource for shoppers than the print catalogues. In response to this quicker evolution of ecommerce in the States, print catalogues over there have morphed more dramatically into traffic drivers. (For examples, see “Which is the tail and which is the dog?”.)
* The Brits love their traditions more than the Yanks. Despite the advent of satellite TV with its 500 channels of choice, and regardless of the fact that the monarchy is all but powerless, Brits still sit themselves in front of the telly after their Christmas dinner to watch the Queen’s Speech. It serves no real need and has no real effect on anyone’s life, but the British won’t give it up. So we shouldn’t be surprised that two-thirds of all UK households still have an Argos catalogue in their home at any given time. For most UK shoppers, it—and other big books—still works just fine, thank you.--SC
Monday, 26 October 2009
Season’s e-greetings
It’s official, Christmas is here, or so Argos would have you believe now that its Christmas commercials have started airing on television. And late last week I received my first Christmas email marketing piece.It wasn’t from Argos, whose only mention of Christmas in an email to me recently was an opportunity to win a trip to see A Christmas Carol at the cinema next month. No, whilst most retailers are still busy touting spooky Halloween merchandise, The White Company sneaked in the first Christmas email: “No mad rush. No silly price. No shortage of ideas. Just the perfect Christmas, starting right here”. It also offered a discount of 15 percent for enewsletter subscribers.
I wasn’t expecting The White Company to be the first company to get in touch, and for me it’s far too soon to start worrying about buying Christmas gifts (there are two family birthdays in November for a start). But what I am keen to find out is whether now the first email has landed in my inbox there will follow a flood of Christmassy missives. Or do retailers have too much on their minds with the postal strikes to start their Christmas campaigns just yet?--MT
Thursday, 6 August 2009
The hardest working catalogue in the business
The Argos catalogue is such a part of everyday life that one can easily take it for granted, like indoor plumbing or EastEnders. But there’s a reason that the catalogue has become an institution: It is very, very good at what it does—sell product.
The autumn/winter 2009 edition is 1,814 pages, yet in its way it’s a model of efficiency. So I’ll try to be equally efficient in spelling out its strengths:
1) The layouts are dense but not overwhelming. Open any spread and you’ll see that there’s nary a wasted millimetre. Despite the product density of the pages, though, they’re not dizzying. What the design lacks in cutting-edge aesthetics it makes up for in tidiness. Although a basic grid is the dominant layout theme, the designers vary the sizes of the product shots enough that and toss in just enough in situ photos to stave off monotony.
2) The footers work damn hard. Every footer includes not just the page number and product subcategory but also other pertinent information. Sometimes the info is relevant on to the particular page. On a spread of irons, for instance, one of the footers includes a key to the steam-rating and soleplate-rating icons; a page selling duvets features a cross-reference to bedding, complete with page numbers. Other times the information is more generic: reminders of Argos’s delayed-payment and product-reserve options, blurbs for the website. But the real estate isn't wasted.
3) The product copy gives you the vital information. There’s no space for Argos to wax lyrical about its merchandise. But it does make sure that the product blurbs include all the pertinent details: sizes, materials, what is and isn’t included, whether assembly is required. I’m continually amazed at how many catalogues neglect to include the basics like product dimensions in their descriptions. The copy for big-ticket items even manages to highlight product benefits. Here’s the description of the £346.89 De’Longhi Bean to Cup coffeemaker: “Adjustable amounts of coffee and water to make your individual cup of coffee. Adjustable strength from extra mild to extra strong...” Booker Prize-winning prose? No. Copy that gives shoppers a reason to fork over big bucks for a coffeemaker? Yes. (Although as a coffee hater I must admit to remaining mystified as to why anyone would pay several hundred quid for a machine that makes the stuff.)
4) The sidebars deliver even more important info. Did you know the difference between V brakes and disc brakes on a bicycle? I didn’t, until I read the Argos Guide to Bikes on page 903. Similar sidebars explaining product features and options abound, for everything from digital photo frames to electric radiators.
5) It allows you to reserve a product and then collect it in-store. The Check & Reserve It service works via web, phone, and text messaging. Convenient or what?
6) It doesn’t make you hunt around for the prices—or the price cuts. The price comes before the product description, in a larger, coloured font, which helps you to immediately winnow out the options that exceed your budget. The copy and graphics also call out products that are lower-priced than they were in the previous catalogue, products that are the lowest price of that type, and products that are discounted. And the hierarchy of information is consistent throughout, making it a cinch to compare similar products.
There's one more thing I especially love about the Argos catalogue: the Hello Kitty jewellery on page 69. C'mon, how can you hate on any catalogue that includes Hello Kitty?--SC
The autumn/winter 2009 edition is 1,814 pages, yet in its way it’s a model of efficiency. So I’ll try to be equally efficient in spelling out its strengths:
1) The layouts are dense but not overwhelming. Open any spread and you’ll see that there’s nary a wasted millimetre. Despite the product density of the pages, though, they’re not dizzying. What the design lacks in cutting-edge aesthetics it makes up for in tidiness. Although a basic grid is the dominant layout theme, the designers vary the sizes of the product shots enough that and toss in just enough in situ photos to stave off monotony.
2) The footers work damn hard. Every footer includes not just the page number and product subcategory but also other pertinent information. Sometimes the info is relevant on to the particular page. On a spread of irons, for instance, one of the footers includes a key to the steam-rating and soleplate-rating icons; a page selling duvets features a cross-reference to bedding, complete with page numbers. Other times the information is more generic: reminders of Argos’s delayed-payment and product-reserve options, blurbs for the website. But the real estate isn't wasted.
3) The product copy gives you the vital information. There’s no space for Argos to wax lyrical about its merchandise. But it does make sure that the product blurbs include all the pertinent details: sizes, materials, what is and isn’t included, whether assembly is required. I’m continually amazed at how many catalogues neglect to include the basics like product dimensions in their descriptions. The copy for big-ticket items even manages to highlight product benefits. Here’s the description of the £346.89 De’Longhi Bean to Cup coffeemaker: “Adjustable amounts of coffee and water to make your individual cup of coffee. Adjustable strength from extra mild to extra strong...” Booker Prize-winning prose? No. Copy that gives shoppers a reason to fork over big bucks for a coffeemaker? Yes. (Although as a coffee hater I must admit to remaining mystified as to why anyone would pay several hundred quid for a machine that makes the stuff.)
4) The sidebars deliver even more important info. Did you know the difference between V brakes and disc brakes on a bicycle? I didn’t, until I read the Argos Guide to Bikes on page 903. Similar sidebars explaining product features and options abound, for everything from digital photo frames to electric radiators.
5) It allows you to reserve a product and then collect it in-store. The Check & Reserve It service works via web, phone, and text messaging. Convenient or what?
6) It doesn’t make you hunt around for the prices—or the price cuts. The price comes before the product description, in a larger, coloured font, which helps you to immediately winnow out the options that exceed your budget. The copy and graphics also call out products that are lower-priced than they were in the previous catalogue, products that are the lowest price of that type, and products that are discounted. And the hierarchy of information is consistent throughout, making it a cinch to compare similar products.
There's one more thing I especially love about the Argos catalogue: the Hello Kitty jewellery on page 69. C'mon, how can you hate on any catalogue that includes Hello Kitty?--SC
Monday, 8 June 2009
Monday morning musings
* The MP expenses scandal has hit fashion cataloguer/retailer Joules: "Joules has been rocked to its core by the news that Tom Joule, MD and amateur chicken keeper, claimed expenses on a second chicken coop whilst his primary chicken coop was at the time being sublet to a Buff Plymouth Rock Bantam named Theresa." So reads an article in a mock scandal sheet that Joules posted on its site and emailed to subscribers. Joules uses this to promote a contest to win the chicken coop in question as well as a 15-percent-off sale, but just as important, the promotion communicates the brand's country-living ethos and sense of fun.
* An article in the Sunday Times refutes the philosophy, which I've been hearing more mutterings of lately, that print catalogues are dying at the hands of the web. In discussing Argos parent company Home Retail Group, which is expected to report decent quarterly sales this week, the article notes, "The internet was supposed to kill off Argos with its store showroom and catalogue model. Instead, the web has turned out to be its saviour. More than a fifth of its sales are now online – many web customers check stock availability and reserve and pay for products on the net before picking up the items." Granted, this doesn't speak to the viability of print per se, but it does point to the fact that when it comes to marketing media and sales channels, the whole is greater than the sum of its parts.
* Primrose London, a direct marketer of garden furnishings, also understands the synergies of multichannel marketing. On the catalogue request page of its website, it doesn't discourage consumers from asking for a print brochure, as so many other companies do. It does, however, explain the advantages and disadvantages of print versus web: "Our catalogue is a 32-page brochure with a selection of the wide range of products we sell. It's a great way to get inspiration for the garden in a more relaxing fashion than browsing the website. However, printing costs are huge so the website will always be more up-to-date than the catalogue. (In other words, the catalogue doesn't contain more information than the website - it's not a technical brochure, nor is it a complete listing of everything we sell. Please refer to the website for the latest prices and products – and please don't rely on information in the catalogue which may now be out of date.)"
* According to yesterday's Observer, Sacha Baron Cohen did some catalogue modelling after leaving Cambridge. Does anyone know whom he worked for or, even better, have the pictures? It would be an appropriate tie-in to his upcoming Bruno film, no?--SC
Wednesday, 1 April 2009
Switchover savvy
Digital switchover is coming. And in our sleepy little town it’s coming on 1st July, or so I’ve heard. Is my TV ready for it? Seems that Argos has the answer.
The home and electricals retailer is getting the most out of the impending changeover to a digital TV signal by sending an email that not only promotes its latest digital TV offers but also goes some way to explain how switching needn’t be another thing to stress about.
Here Argos takes a gentler approach. There’s no hard sell. Reassuringly, the email looks like it’s affiliated with Digital UK, the independent organisation leading the process of digital TV switchover. It links back to the Digital UK website as well as to more information on freesat, the BBC’s subscription-free service. Also reassuring is that there’s no scaremongering. No threats that I won’t be able to watch my favourite programmes unless I take up Argos’s digital TV offers. In fact, the email even says that I may be able to continue watching my telly after switchover without taking any further action. Phew!
By being the first retailer to send me such an email—and making it a good one—Argos has its foot in the door. So if I were looking to replace any televisions in my house, this email may have just convinced me that it’s easy with Argos.--MT
The home and electricals retailer is getting the most out of the impending changeover to a digital TV signal by sending an email that not only promotes its latest digital TV offers but also goes some way to explain how switching needn’t be another thing to stress about.
Here Argos takes a gentler approach. There’s no hard sell. Reassuringly, the email looks like it’s affiliated with Digital UK, the independent organisation leading the process of digital TV switchover. It links back to the Digital UK website as well as to more information on freesat, the BBC’s subscription-free service. Also reassuring is that there’s no scaremongering. No threats that I won’t be able to watch my favourite programmes unless I take up Argos’s digital TV offers. In fact, the email even says that I may be able to continue watching my telly after switchover without taking any further action. Phew!
By being the first retailer to send me such an email—and making it a good one—Argos has its foot in the door. So if I were looking to replace any televisions in my house, this email may have just convinced me that it’s easy with Argos.--MT
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