Can Uniforms Help to Create a Phygital Experience?


Argos-reveals-new-staff-uniforms-to-reflect-the-growing-role-of-technology-in-the-store-environmentIn a bid to create a more technology driven environment, UK retailer Argos has decked out its staff with uniforms that have a more casual, sporty look.

The change comes from the company engaging with more than 1,000 of its workers across 734 of its stores who stated they wanted to wear attire that reflected a more modern feel. As such the new uniform is made up of a black polo shirt and soft shell jacket that are supported by red and grey secondary colours.

‘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.’ Sonia Astill, HR director for Argos. ‘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.’

The move highlights the importance of the psychology around what is digital. With many high-street shoppers connecting the digital worlds to those that they experience in Apple and Samsung stores, Argos might feel that assimilating the aesthetics of these environments may give them a connecting edge.

Intersecting the physical space with the digital world is of critical importance for retailers hoping to grow customer engagement and the physical purchasing of goods. With many pure play eTailers dabbling in shop-front connectivity, this strategy could be a good one for bricks and mortar retailers to counteract this. OCM.

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