Sales, marketing and promotions have different concepts and applications depending on the products being offered. Prospective buyers or customers would always want to see the product in actuality, if not, to be given a presentation on what the product is, how it is used and the benefits. Many products sell on their own especially if one sees how good it is when already owned by a relative or a friend. In short, the product endorses itself with the service it provides. Bargain hunters often refer to advertisements, brochures or catalogues for similar products. This could have brought about several mail order catalogues by general dealers or wholesalers.
Catalogue sales for Argos went a further mile compared to those who relied on mail order and subscription of their catalogues. Normally, subscription comes on an annual basis. Richard Tompkins founded his Green Shield Stamps outfit and came up with the concept of cash purchase of goods from catalogues instead of savings stamps while on holiday in the city of Argos, Greece. With this, he changed Green Shield Stamps to Argos in 1973.
With its successful launch with 1,000 staff, Argos raked in 1,000,000 UK pounds in November of that year. Argos sales success led to being acquired by BAT (British American Tobacco) Industries in 1979 for a whopping 32 Million pounds, worth 35 Million Euros! However, in 1990, Argos broke off its merger with BAT Industries and was listed in the London Stock Exchange. In 1998, it was acquired by GUS (Great Universal Stores) that had two separate companies known as Home Retail Group and Experian. Argos became part of the Home Retail Group which was demerged from its parent company GUS, in October 2006.
For the year 2010, Argos is expected to undergo re-branding. This will involve re-launching the main shopping website, the careers website and release of the 2010 Summer/Spring catalogue. It is expected to take quite a number of years to undertake and that could involve some 70 million pounds. Old stores have been refurbished and 2010 saw the opening of stores with a new identity. The re-branding will be pains-taking but will be worthwhile because of its unique sales and marketing system. Having several brands registered as owner, Argos should be able to get over the hill with considerable ease.
In comparison to catalogues subscribed annually, Argos publishes its catalogues twice a year, one for the Spring/Summer edition and another for the Autumn/Winter edition. This means more update on new products and product availability. As with other better known catalogues, Argos has photographs, prices, catalogue numbers and brief descriptions of their products. They also support this with seasonal sales flyers, non-catalogue lines and price reductions on existing products. Some items are available in stores, such as ex-catalogue goods at reduced prices, often after launching an updated catalogue.
Argos has several store formats, this means their stores or outlets handle or keep in stock items only as they are classified within the company. They have one classified as “Call and Collect” that only keep in stock mostly order in products for collection by customers at a later date. Currently, they are updating stores to have in stock more items. Another store classification is the “Extra Ordered In” that would have traditional product lines of about 10,000 items. The items could be ordered within three working days, depending on the products availability. These stores are sort of a warehouse as it may be considered. A third classification of an Argos store is “Extra Stocked In”. Except for home delivery items, this type of store would have the full range of items from the catalogue, including the Extra range items.
The store classified as “Extra Stocked In” has a larger area that is almost considered as a warehouse outlet. It can accommodate almost all, if not all, the products that Algos would have in its catalogue. Most of these type or classifications are located in retail parks where cost of space is considerably less compared to highly more commercial areas. Usually, those who live within reasonable distance from these stores benefit from lower, seemingly wholesale prices. The point here is, the space is larger at lower cost for stores. Farther located stores will have less patrons or customers and offer more parking space availability. For patrons, the convenience of finding immediately a parking space saves time aside from savings from purchases.
Again, it needs to be reiterated that Argos offers catalogue orders for cash purchase. It is incumbent upon the buyer or customer to decide on how the item to be purchased will be available at their convenience. Convenience here means, would it be for pick up or delivery? There are many considerations before people take final delivery of items. Items that are delivered could mean final acceptance while items for pick up can still be contested before taking or accepting final delivery. Of course, product guaranty or warranty will be a different case.
Argos sales offer items that are not often available with other direct sales outlets. One is selection from a catalogue. This is less exhausting compared to checking out each item. Another is, you don’t have to take the item outright once you have decided. It allows for time and flexibility in getting the product. The most important thing is having the independence to choose what you want without a sales person trying to sell an item that has a larger incentive or commission.
Overall, catalogue ordering with the Argos sale, it offers convenience both in effort and cost. Why? Other sales catalogues might have more products but could be of questionable quality with cheap price! Wholesalers might not have as much after sales service as dealers would have for their products in catalogues. Both have the main objective to gain from wholesale prices or special deals. Argos publishes their catalogues twice a year which is almost an assurance of fresh products in store. It simply means they would always have something new to offer within a shorter period. Take note that clearance sales often happen after every year end. Usually clearance sales would mean products that were not sold and would now sell cheaper to accommodate newer products.