Embed Size (px)
DESCRIPTION
Social Insights: The High Street Revolution Using social data to capture customer feedback has allowed Argos to apply changes to their digital stores and gain insight into public reaction. Customer and Digital Insight Manager James Finch will explain how social intelligence is transforming the high street.
Citation preview
2© 2014 Brandwatch | www.brandwatch.com
Katie BeltonAccount ManagementBrandwatch
• Works in the Account Management team at Brandwatch, a social media monitoring company
• Manages the accounts of our larger clients who use Brandwatch to monitor and interpret online conversations around their brands, competitors and industry
James FinchCustomer and Digital Insight ManagerArgos
• Works for Argos, the UK’s leading digital retailer
• Manages the company’s social analytics project to identify and share real time, actionable customer insight
• Three years working within the B2B sector in a number of Digital Marketing and CRM roles.
Brandwatch /Company Overview
3
137% YOYRapidly Growing
Revenue
Twitter Certified Product
1000+ Clientsin 15 Markets
94% CustomerSatisfaction
InternationalPresence
230 Employees60 Product Developers7 PhD Staff Members
World ClassDevelopment &Services Team
Collecting data in27 Languages
© 2014 Brandwatch.com
Brandwatch /Social Analytics Platform
© 2014 Brandwatch | www.brandwatch.com 4
• Crawl 70M+ sites including key social networks
• 27 languages
• Powerful search operators
• 20Bn + indexed URLs
• Years of historical data
• Automated topic & sentiment analysis in all 27 languages
• Automate common tasks including alerts
• Advanced analytics modules
• Automatic categorisation with rules
• Custom dashboards
• Reporting & alerts
• Action insight via integrations
Crawl Store & Index Analyze Engage
(users)Present
Social Insights at ArgosUnderstanding perceptions towards our Digital Stores
• High street retailer in UK and Republic of Ireland
• Formed in 1973 from the Green Shield Stamps initiative
• £3.9bn sales in 2013
• 96% of people in the UK live within 10 miles of a store
• 740+ stores
• The UK’s second most visited retail website
• 19,900 lines in our Spring / Summer catalogue 2013
Who are we?
• Naturally, we cover the basics:- Share of Voice against competitors- Sentiment- Understanding our author base
• Pre / Post campaign analysis
• Understanding the customer journey
• Competitor reporting
• PR management
• Product launches
How we use social analytics
Our Transformation plan
• The first of our Digital Stores opened in December 2013• 23 stores like this now open across the UK – from Clapham to
Colchester and Liverpool to Dunfermline
The launch of our Digital Stores
The launch of our Digital Stores
The launch of our Homebase Concessions
• Nine concession stores currently operating in Homebase stores around the country
• At a topline level, our customers have embraced the new format
• Men have shown higher levels of positivity towards the change
• The impact of the Digitally savvy Londoner
• Our customers love the personal touch
• The pencils, paper slips and catalogues are missed by some
• Ongoing source of customer research (and it costs nothing!)
What social analytics has told us about the stores
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”
What else do our customers tell us?
• Further rollout of our Digital Store format
• ‘An Argos within a Homebase’
• Expansion of our eBay Click and Collect initiative
• Rollout of our Hub and Spoke distribution model
• Extension of our product range
…and we will be using social analytics to track each of these every step of the way
Looking ahead
16© 2014 Brandwatch | www.brandwatch.com
Q&A
17
Contact
Email [email protected]
Web brandwatch.com
Twitter @brandwatch
Telephone UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 441 59
Fax UK: +44 (0)1273 234 291
Document LimitationThe 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: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2013 Brandwatch | www.brandwatch.com
