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MCA Awards 2012 - Transform

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MCA Award winners 2012 - Transform

London: Transform helped re-energise Argos with an innovative multi-channel retail strategy.

2012 Customer Engagement winner

Transform observes that today's consumers demand channel choice from retailers. The ability to research, compare and shop, where and when it suits them can determine which retailer they shop with. But delivering a multi-channel retail strategy that meets and exceeds customer experience expectations requires full channel integration.

In 2001, Argos launched its pioneering 'Check and Reserve' proposition transforming the shopping experience for its customers. From that point on Argos has been at the forefront of multi-channel retailing, leading the way in online, mobile and cross-channel customer engagement.

Having worked with Argos since 2006 on a diverse range of projects, from supply chain and warehouse planning through to user experience design and multi-channel innovation, Transform was approached to support the retailer in its bid to remain ahead of the market through the ongoing development of its multi-channel strategy.

The competitive landscape was eroding the unique nature of the Argos proposition as grocery players replicated its product range and general retailers replicated the Argos in-store collection model. Argos continued to push the boundaries of multi-channel retailing through investment in innovation and the development of two key programmes within this strategic journey: mobile and Argos TV.

Through a combination of support and flexibility the Transform team was able to define step change propositions rather than organic channel development, and the provision of a dedicated team enabled the delivery of these new channel initiatives at pace whilst working in a collaborative way with the Argos team.

The mobile channel performance has exceeded expectations now accounting for 4% of total company sales — the iPhone app alone accounts for 1.5% with more than 1.8m downloads. Argos TV has also surpassed targets and has expanded onto the Freesat system and since launch has featured more than 2500 products, across 600 live shows.

Transform has delivered multiple benefits to Argos, allowing both the Mobile and Argos TV projects to be delivered at an accelerated pace, and giving internal teams a rapid learning curve, enabling the transition from 'delivery in partnership with Transform' to 'Argos run' operations.

'Transform has been a longstanding partner of Argos, and worked with us closely on our business development and innovation initiatives — especially in the area of multi-channel strategy and delivery. Transform offer us the ability to accelerate our innovation programmes and bring us the expertise to shape our thinking and approach in the right way. Transform is excellent at working with us in a collaborative and engaged way, taking accountability for their deliverables whilst remaining a core part of the team and giving us solid commercial deliverables not just PowerPoint output. Within the Argos TV project in particular they were able to provide both structure and experience to the project, turning innovation into reality within an amazingly short period of time,' commented Adrian Burleton, Business Development Director.

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