Argos would seem the sort of place where the iPad should have a greater ability to come into its own, in helping shoppers get what they want.

Argos would seem the sort of place where the iPad should have a greater ability to come into its own, in helping shoppers get what they want.

Shoppers are gradually growing used to seeing iPads in stores these days, although it is fair to say that many such devices often remain pretty much untouched while customers get down and dirty with the merchandise in store.

In the retailer’s store in Camden a trial has been under way for a couple of months in which the familiar catalogues through which customers leaf are replaced by the small screens.

Practically this means that shoppers heading into this store see rows of the iPads mounted on stalks with people jabbing their fingers at the screens. It should be easy and straightforward to use but, as in the best thought through technology-led offers, a member of staff is on hand to help with teething difficulties that shoppers may have while browsing.

This is the case in this Argos store and an iPad-toting Argos staffer is busy making sure that things run smoothly for customers.

There is a mild issue with the interface itself. Touch one of the screens and you are taken straight to the same place as you would be if you were ordering from the Argos website at home. This should be fine in theory but, as in-store ordering still relies to an extent on production of a catalogue number, which is absent when ordering from home, the failure to design a store-specific site is a problem. This is far from insuperable and in terms of clearing up the appearance of this store interior, the iPads on stalks solution looks good. It will be interesting to see if it is rolled out more generally.