One of the UKs leading multichannel retailers, Argos, is to capitalise on its consumer reach by selling advertising space in its catalogues, stores and online.
Describing the move as offering their partners “a really compelling opportunity to communicate with UK consumers” the retailer believes that the new revenue stream will help to diversify its business.
Danny Donovan, managing director of MediaCom Retail, said that the idea was likely to prove profitable for brands already associated with the Argos name but this might not be true for others.
Noting that shoppers typically went to Argos “on a mission” Donovan warned that “care should be taken not to place any barriers in their way”.
Nevertheless the advertising opportunity would be an “exciting proposition” for brands already associated with Argos.
The Argos website currently generates around 395m hits a year and it distributes 30m catalogues per annum from its 700 stores.