Milton Keynes, 2014-10-16— /EPR Retail News/ — Staff in Argos stores across the UK and Republic of Ireland will be wearing new uniforms this autumn to reflect the growing role of technology in the store environment, as the retailer unveils a whole new brand identity to support its plans to become a digital retail leader.
Argos canvassed more than 1,000 workers across 734 of its stores, who said they wanted a sporty, young and modern look to replace the traditional, more formal red shirt and blouse and plain trousers and skirt.
The change comes as Argos has this month unveiled a new advertising campaign – ‘GET SET GO ARGOS’ – which uses energy, colour and excitement, to highlight the top brands and great new services customers can experience at Argos this year.
Greater focus is being placed on store staff using technology to help customers select the right product. In more than 700 Argos stores, including Argos’ growing number of digital stores, workers will have tablets to advise customers using detailed product knowledge, videos and customer reviews.
Predominantly a black polo shirt and soft shell jacket with a white logo, supported by red and grey secondary colours, the new outfit has specially-designed features that make it fit for purpose for the fast-paced, changing nature of retail. Staff across the store, including store managers, will sport the new look to reinforce a team approach when serving customers.
New uniform features include:
- Loops on the side of the polo shirt and battery pack holder on trousers to accommodate the technology headsets team members wear to pick and put away stock in the stock room.
- Pen pockets on the trousers so staff are ready to make notes easily when serving customers, answering the phone and in the stock room.
- Lighter fabric to ventilate the body in a fast-paced tech environment
Store delivery drivers will also wear the new uniform and will have the choice of wearing trousers, shorts, waterproof jackets, baseball caps or beanie hats – ensuring they’re comfortable in all conditions.
Sonia Astill, HR Director for Argos, said: “Uniforms play an increasingly important role for Argos as we shift our focus to putting more store colleagues on the shop floor to engage with customers.
“This includes helping them to make the right purchase and using technology to show them the different ways they can get their items, such as paying online for Fast Track collection in-store.
“We’ve really listened to our people, and they have shown great energy and enthusiasm in offering their input into what the new Argos uniform should look like. They’ve really come up trumps.
“We wanted a vibrant and modern uniform that our people feel comfortable in and are proud to wear, and one that supports the ‘new Argos’ that shoppers will be seeing around the UK.”
James Saunders, Managing Director at Simon Jersey which supplied the uniforms, added: “It is great to work with a customer that is as passionate about its team uniform as we are. Argos challenged us to turn its vision into reality and by working collaboratively we have created a great look, within a tight timeframe, that really supports the Argos of the future.”
The new uniform will be trialled by 4,500 Argos employees in around 100 stores from October, with other stores receiving modifications to the current uniform.
The new uniforms are part of a larger brand relaunch at Argos that also includes a whole new TV and press advertising campaign, redesigned carrier bags, updated point of sale material, and a change of vehicle livery.
Notes to Editors:
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Argos is a leading UK digital retailer, offering around 43,000 products through www.argos.co.uk, its growing mobile channels, stores and over the telephone.
Argos continues to be the UK’s largest high street retailer online with around 123m customer transactions a year through its stores and 738 million website and app visits in the 12 months to February 2014. Customers can take advantage of Argos’ convenient Check & Reserve service available through its network of 734 stores across the UK and Republic of Ireland.
In the financial year to February 2014, Argos sales were £4.1 billion and it employed some 29,000 people across the business.
Argos is part of Home Retail Group, the UK’s leading home and general merchandise retailer.