Shop! Mary Portas wonders whether the digital age has left Argos behind

Published: 7:00AM GMT twenty-six February 2010

Comments eighteen |

Photo: ILLUSTRATION BY PHILIP BANNISTER

For a small it"s a commercial operation that belongs to a ended age in that housewives outlayed a resting afternoon at home with a mop of Mellow Birds, perusing their personal copies of Grattons and Littlewoods.

For others - similar to Melvin, the happy cab motorist who looks after me on my filming days - the use at Argos is second to none, and it has an excellent "no-quibble" earnings policy. "Just similar to M&S used to be," Melvin tells me.

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Personally, I only can"t get over the actuality that a commercial operation that lacks the pleasing pleasures of genuine shopping, but that seems to suggest small viewable good over selling online, still exists at all in the digital age.

In the early 1970s, when the Green Shield Stamps noble Richard Tompkins founded the commercial operation (reputedly fixing it after the Greek island where he was holidaying), the discounting process and self-ordering complement seemed revolutionary. Today I"m not so sure. Am I blank something?

The windows

This Liverpool bend is located in the down-at-heel St John Centre, with some-more "Cash for Gold" shops than you can shake up a hang at. Argos is promotion a "huge catalog clearance" opposite the atmospheric outmost windows.

Shopability

If you don"t know the Argos drill, dozens of massive laminated catalogues are displayed via the store (mini-catalogues of the ultimate cost cuts are alongside).

Once you"ve found something you like, you sort the product formula in to a calculator-like device to check it"s in stock, fill in a small form, take your chitty to the compensate desk, afterwards reserve up to pick up your goods.

The pick up table is this store"s majority distinguished feature, to one side a large trinket counter. The catalog tables, or "browser units" as Argos calls them, are cleverer than I recall, but the rest of the emporium is a bit grotty.

Lowest outlines go to a "Get set for digital" underline wall, that consisted essentially of dull shelves and unprotected wiring, giving the clarity that whatever digital tellies had once been on arrangement had given been nicked by an desirous customer.

Was I being served?

In annoy of the unflattering blue fleeces that Argos head bureau had released the staff (fine for the warehouse, but all out of place on a trinket counter), those I saw were happy and accommodating.

Far some-more vitriolic were the "Argos Radio" announcements - "Suck up a small assets and you"ll purify up with the new range of opening cleaners" - piped by the shop"s speakers.

Good value?

Yes. I price-checked a integrate of items, that came out in Argos"s favour.

A Babyliss Pro 230 hair straightener was good worth at �48.99, down from �97.89 - compared with �89.99 at Boots and �97.87 at Tesco.

Online

Argos.co.uk looks and feels similar to a veteran set-up. Lots of product, good navigation, a transparent clarity of the bargains and the new further of convincing consumer reviews.

With such a good online package, the purpose of the shops, and because in destiny people will worry with them, is of concern.

Verdict

It seems that the Argos hierarchy has recognized that most of the genuine estate is seeking a small tired, and last month voiced a vital reformatting of the business, that includes a new code identity, touch-screen record and zig-zag-shaped catalog tables.

The bend I visited was obviously well past the sell-by date and is probably unrepresentative of the newer stores. But, in all honesty, I"m not certain these new measures go far enough.

Internet powerhouses such as Amazon and eBay show that you don"t need a pleasing sell space to set up ardent communities of like-minded shoppers, so a new trademark isn"t what this commercial operation needs.

As supermarkets raise in to non-food products, the worth zone has turn increasingly sophisticated, and others have copied Argos"s once singular "click and collect" technology. A deeper rethink is required.

The Argos experience obviously has the fans and seems to suggest good value.

Given the lane record, the association should be able of integrating the offline and online offerings in to something that reflects the approach we emporium now. Unfortunately, I don"t feel the palm of innovation.

Rating 5/10

Good for range and value, and the website.

Bad for betrayal and innovation

Do you determine with Mary? Have your contend at telegraph.co.uk/maryportas