How Argos shifted customer perception to be known as a modern retailer

Argos’s ongoing attempt to eradicate memories of bulky catalogues and stubby pens and reposition it as a retailer attuned to modern needs was given a huge fillip last year with the success of the ’80 Days of Argos’ campaign.
The activity, which scooped the Retail and Video awards at the recent Marketing Week Masters, highlighted the retailer’s ‘Fast Track’ same-day delivery service using the strapline ‘Want it. Get it ’. It also aimed to showcase