Argos has set its sights on attracting a better-off class of customer with its latest catalogue, launched this week.
The retailer is hoping that a combination of keen prices and aspirational brands will appeal to hitherto non-Argos shoppers. The 1,778-page book offers product exclusives along with kitchenware names such as Dualit, Gaggia and Magimix and luxurious home furnishings.
The company believes it can serve the top end of the market as well as it serves the value end, and says customers will appreciate the convenience of being able to order Argos merchandise on the internet and collect it in store or have it delivered. Prices are on a par with or slightly lower than competitors’.
With many shoppers feeling the pinch following this year’s series of interest rate rises, and Argos parent Home Retail Group facing a profit slump as a result, observers say it’s essential that the company finds ways of attracting wealthier customers.