Last week, the retailer sent out e-mails to readers of The Gos, inviting them to submit details about themselves and their interests, so it can make its monthly updates more relevant to them. The e-mails feature offers, discounts and information about new products.
The Gos is e-mailed to 5 million consumers and Argos says it expects about a quarter who open it to submit their details.
To encourage consumers to provide personal information, Argos is running a competition offering three£500 vouchers as prizes.
An Argos spokeswoman confirmed that the data will be used to segment customers to receive e-mails, as well as enabling unique e-mails to be sent.
The retailer is asking for contact details and information on customers’ spending plans. Questions include which rooms in their homes customers are likely to redecorate in the next 12 months, as well as life events they are expecting, such as marriage, moving house or having a baby.
Customers are asked which kinds of products they would buy, such as garden and DIY, games and toys or photography. Argos is also canvassing views on which types of offers its customers prefer, including free delivery, 10 per cent off when they spend more than£50 or competitions.
Finally, the retailer is asking customers to identify whether they would be interested in any of its financial services products.
The spokeswoman did not rule out more personalisation on the web site. She said: “We’re starting with our direct communications – aiming to make these more relevant to our customers. Depending on the results, we may look to develop the site in a similar vein.”