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Copywriting by Mark Shaw

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Case Study: Argos

Argos is the UK’s largest catalog retailer, enjoying more of the market share in jewelry, toys, and electrical beauty products than any other retailer. The company emerged from the Green Shield Stamp business, one of the original retail catalog businesses, and has a long history of innovation in this field. Copy has always been a core part of their approach, and their head of design, Sunita Yeomans, reveals their thinking and approach to writing.

The Objective:

to clarify and explain everything for our customers

Our strategy is to create a “world-class catalog with clear, detailed information to make choosing as easy as possible” ...

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