Argos launches Birthday Club for party-planning parents


Over 40,000 parents have signed up to digital retailer Argos‘ new Birthday Club, a scheme to help parents plan for their child‘s birthday party, as the high street giant looks 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 focusing on party themes six weeks before their child‘s birthday, which includes a 20% off voucher, followed by an email four weeks before on gift ideas. A fortnight before the big day, an email will remind parents of all the last minute party essentials.

The Birthday Club was set up to create 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. Relevant for children of all ages, the most popular sign ups so far have been for those aged between two and six years old.