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Argos to sell advertising space

Multichannel retailer Argos is to add a new revenue line to its mix by selling advertising space in its catalogue, in stores and online.

Bosses of the retailer, owned by Home Retail Group, believe the large number of people who come into contact with Argos across its platforms are likely to appeal to external advertisers of “complementary brands”.

There are 395 million hits a year on the website and the 700-store retailer publishes 30 million catalogues per annum. Argos head of brand marketing Carl Nield said: “As one of the UK’s leading multichannel retailers Argos has phenomenal reach. We can offer our partners a really compelling opportunity to communicate to UK consumers.”

MediaCom Retail managing director Danny Donovan said that the idea might well appeal to brands carried by Argos but not necessarily to others.

He said that shoppers typically visit Argos “on a mission” so care should be taken not to put barriers in their way, but that the advertising opportunity would be “an exciting proposition” for owners of brands stocked by Argos.

Source : George MacDonald – Retail Week

13 April 2012
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