Break the routine.
Challenge: Many consumers, especially Millennials, still perceive Argos as a dull, old fashioned brand.
Insights: Society describes a fun person as someone who is adventurous and willing to do things on the spur of the moment.
Support: Argos' logistics model allows for more same day delivery and collection outside of major cities than Amazon. 95% of the UK population live under 10 miles away from an Argos.
Idea: Position Argos as the go to brand for spontaneous activities.