TLDR: The ASK BOSCO® Index ranks UK technology and electronics retailers by digital marketing efficiency. Argos and John Lewis lead with top omnichannel strategies (score: 608), followed by Euronics and Currys. Mid-tier brands like ASDA, AO, and Richer Sounds show potential but lag behind.
SEO and paid synergy, and omnichannel presence drive success, while niche players struggle with marketing scale.
What is the ASK BOSCO index?
The ASK BOSCO® Index is a benchmarking feature within the ASK BOSCO® platform that measures how effectively online retailers are performing in their digital marketing efforts compared to their closest competitors.
What the ASK BOSCO® Index measures:
- Organic search performance (SEO visibility)
- Paid search performance (Google Ads, Bing Ads etc.)
- Other marketing (offline, influencer marketing etc.)
This generates a single (overall) score out of 1000 that indicates the relative performance and efficiency of a retailer’s online marketing strategy within a specific sector, like technology and electronics.
What the ASK BOSCO® score represents:
Higher score (400+): Strong digital presence, optimised media spending, balanced paid and organic efforts and high customer acquisition efficiency.
Lower score (<400): Indicates potential inefficiencies in media spend, weaker online visibility, or limited customer reach compared to competitors.
What does the technology and electronics sector look like?
Argos & John Lewis (Tied at 608 points)
Both Argos and John Lewis dominate in multichannel marketing efficiency, combining strong paid media strategies with SEO, content, and a robust online customer experience. Their omnichannel strategies, particularly around click and collect, are key to their online success.
Argos have cadence around seasonal promotional – from Easter, into Summer, with Black Friday approaching.
Their digital marketing strategy in recent months has been multi-layered:
- Email/SMS pushes: Flash promo codes
- Website/app: Banner ads highlighting same day collection and click and collect
- Digital ads: Programmatic and social targeting on seasonal products
- OOH activations: Plant sculptures in nine locations to enhance brand visibility
Argos have found the most success with their latest summer campaign “There’s More To Argos” (Connie & Trevor).
A digitally led, multichannel campaign featuring toy mascots Connie and Trevor exploring adult focused product categories (e.g., electronics, homeware) to shift perception away from just toys.
This campaign was broadcast across TV, radio, OOH, TikTok, and online PR. This campaign achieved the best ROI in a decade, with brand favourability up 30% and perceived quality up 74%.
Euronics (575)
A strong online performance, especially considering its independent retailer network model. Likely excelling in local SEO and paid search.
Currys (523)
Still a key player with a solid technology and appliance focus but trailing the top two. Likely facing challenges from increased competition and margin pressures.
Mid-tier performers
ASDA (490)
Reflects ASDA’s continued digital investment, particularly around electronics, but not quite as specialised as other competitors.
AO (480)
Pureplay online retailer, but slipping behind competitors, indicating a potential need to refresh marketing or broaden product reach.
Richer Sounds (457)
Niche but well regarded, especially for audio products. Likely driven by loyalist customer base and targeted digital campaigns.
Very (456)
Strong on fashion and lifestyle, but still competitive in tech through credit based purchasing options.
Industry challengers
Costco (427)
A bulk buy specialist, less agile online than traditional electronics retailers.
eBuyer (410)
A specialist electronics and IT eretailer. The lower score suggests challenges in marketing efficiency and brand reach compared to bigger players.
Industry observations
Omnichannel is winning: Retailers such as Argos and John Lewis blend physical locations with digital strength.
SEO and paid search synergy: The leaders have cracked the combination of paid media effectiveness with strong SEO visibility.
Specialists vs. generalists: Niche players (Richer Sounds, eBuyer) lag slightly due to less marketing breadth, despite product expertise.
If you’d like to learn more about the ASK BOSCO® Index and other functionality within the ASK BOSCO® platform – or if you’d just like us to rank your brand on the Index, please get in touch with the team at team@askbosco.com
