Cataloguing change: Argos catalogues in 1973 and 1998

Abstract

Argos is Europe's most successful catalogue showroom retailer, with annual sales of over £2.0bn. Its success is dependent on many aspects of its retail system, but arguably the key component is the requirement to get the catalogue into the hands of potential customers. The catalogues are therefore advanced selling systems in their own right, which provide information on product retailing and consumption of the time. This paper takes the first Argos catalogue of 1973/1974 and compares it with the 50th catalogue produced in 1998. Whilst using arbitrary dates and issues, the analysis allows us to consider aspects of retailing, product and consumer change. The comparison demonstrates changes in presentation techniques and merchandising. The product mix is much altered with considerable product development, both in terms of technological change and "lifestyle" components.