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Argos offers till receipt advertising space

UK retailer Argos is to offer advertising space on the reverse of its till receipts, it has announced today.

Following the success of the initiative at its other retail business Homebase, Argos owner Home Retail Group (HRG) has teamed up with till roll advertising specialists Access Point to provide new advertising media.

Access Point works with a number of established brands including Sainsbury’s, Morrisons, Wickes and Ikea, and believes that the move is a good way to add value to millions of shoppers.

In readiness for the busy Christmas trading period, the company has started booking business with its partners, and Argos has claimed that it expects over 70 million shoppers to visit its stores during the festive season.

Earlier this month, the retailer launched a digital version of its Christmas Gift Guide, making its 3,400 products available on tablets for the first time.

David Robertshaw, Managing Director of Access Point, explains that the company aims to increase brand awareness for its partners by offering targeted promotional opportunities.

“It is an extremely successful way to promote footfall to your business locally, especially when run with a “discount coupon” offer,” he explained.

“In today’s difficult economy, there’s no doubt that we’ve seen a distinct change in people’s redemption habits. The climate for promotions and vouchers is vibrant, and the general belt-tightening on household budgets will ensure that promotions and offers will perform strongly.

“Vouchers are now firmly part of the shopping budget and consumer habit, something we don’t anticipate changing.”

The retailer is keen to improve its marketing strategy following disappointing sales figures, as HRG recently reported a fall in profit before tax of 75 per cent in the 26 weeks to August 28th 2011.

Source : Gemma Taylor – Retail Gazette

14 November 2011
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