Identifying customers and meeting their needs
An Argos case study

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Page 6: Conclusion

Argos' unique shopping experience is popular and successful because it is focused around meeting customer needs. Argos has gained competitive advantage over rivals by differentiating itself on the basis of providing the best value for money for customers through the most convenient shopping experience. The market has been carefully segmented according to the way in which customers use the stores to make purchases.

Argos' strategy is to continue to grow through attracting new customers while rewarding existing customers for their loyalty. By embracing new technologies in a busy world, Argos continues to provide the channels that are most appropriate to the modern retailing experience.

Argos' turnover continues to grow, so that, for example, turnover was £1,552m in the six months to the end of September 2004 compared with £1,377 in the same period in 2003. The larger part of this growth came from new stores, but there was also a significant increase in sales from existing stores at a time when other retailers were struggling.

Argos | Identifying customers and meeting their needs