Argos launches Birthday Club for party-planning parents
Argos has signed up over 40,000 parents to its new scheme to help parents plan for their child�s birthday party.
Called Birthday Club, the scheme is part of the retailer’s plans to make its customer communications more personal than ever.
By sharing their child’s age and date of birth, parents will receive personalised and exclusive party-related information in the lead up to their child’s birthday. Over 70,000 youngsters have been registered with the club so far.
Helen McIntyre, business development manager at Argos, said: “This is the first time Argos has requested customer information to send out timely and personalised emails. Now we know when birthdays are coming up and how old children are, we can send relevant product suggestions, offers and useful tips and advice that best match that child at the right time, making the communication far more helpful to parents.”
Parents will receive an email about party themes six weeks before their child’s birthday which includes a 20% off voucher. This is followed by an email four weeks before on gift ideas and another two weeks before on last minute party items.
Argos said it set up the club as a one-stop-shop for children’s birthdays after research found that parents struggle to find everything they need in the same place when shopping for parties.
McIntyre continued: “By receiving more relevant information and great deals, this should increase customer loyalty to Argos. Plus it opens up great opportunities to gather insight from our customers, such as by trialling toys with certain age groups.”
The Birthday Club was originally soft launched in November 2014. Argos said the most popular sign ups so far have been for children aged between two and six.
