Argos Jewellery Stores
We build retail brands designed to transform markets.
Profitable. Store Optimization.
Designing store interiors, merchandising systems, and brand communications for a leading jewellery retailer in the UK.
Argos is the UK's fourth-biggest jewellery retailer. A new buying strategy to incorporate third-party brands warranted changes to planning merchandise
display in the store.
To accommodate the new strategy, we developed a visual merchandise zoning solution flexible enough to allow hero product categories to feature in
different size store formats.
Multiple store locations - United Kingdom.
Diamonds are forever
Background and Strategy Argos opened its first ‘Elizabeth Duke’ branded jewellery counter in 1980, and by 1982, it became the UK's fourth-biggest jewellery retailer. The brand Elizabeth Duke was well-established but eventually phased out in favour of a broader jewellery and watches brand strategy. In response to market changes, Argos developed a strategy to address diverse customer needs and integrate new third-party brands. Their goal was to increase market share by enhancing the product range, store environment, and customer service, positioning themselves as "The Family Jeweller."
Design and Branding Partnership CampbellRigg, as the award-winning retail design partner, was tasked with revitalizing the jewellery department with a fresh retail design concept. The plan involved trialling a new jewellery concept that would serve as a template for future store developments.
Store Concept and Implementation The brief focused on the format, merchandising, and navigation design for the Glasgow Silverburn store. With above-average floor space, this store provided the opportunity to implement a visionary design solution that included navigation systems, the full product range, and customer services. The design concept allowed for ideal store positioning without the constraints of existing layouts and equipment.
Key Attributes of Design and Branding
Innovative Design: The new design aimed to rejuvenate the jewellery section, creating a visually appealing and customer-friendly environment.
Enhanced Customer Experience: Focused on improving navigation and accessibility to ensure a seamless shopping experience.
Diverse Product Range: Expanded product offerings to include various third-party brands, catering to a wide array of customer preferences.
Customer Engagement: Strategies to encourage existing customers to reappraise Argos and engage with the new jewellery offerings.
Market Positioning: Aimed to strengthen the brand's position as a family jeweller, enhancing its appeal to a broader audience.
This approach reflects CampbellRigg's expertise in transforming retail environments to meet evolving market demands while maintaining a strong brand identity.
CampbellRigg, as the award-winning retail design partner, was tasked with revitalizing the jewellery department with a fresh retail design concept. The plan involved trialling a new jewellery concept that would serve as a template for future store developments. The brief focused on the format, merchandising, and navigation design for the Glasgow Silverburn store. With above-average floor space, this store provided the opportunity to implement a visionary design solution that included navigation systems, the full product range, and customer services. The design concept allowed for ideal store positioning without the constraints of existing layouts and equipment.
CampbellRigg's innovative design aimed to rejuvenate the jewellery section, creating a visually appealing and customer-friendly environment. The focus was on enhancing the customer experience by improving navigation and accessibility to ensure a seamless shopping experience. They expanded product offerings to include various third-party brands, catering to a wide array of customer preferences. Strategies were developed to encourage existing customers to reappraise Argos and engage with the new jewellery offerings. The design aimed to strengthen the brand's position as a family jeweller, enhancing its appeal to a broader audience. This approach reflects CampbellRigg's expertise in transforming retail environments to meet evolving market demands while maintaining a strong brand identity.
