Woolworths returns as internet retailer

by Joe Thomas, marketingmagazine.co.uk 25-Jun-09, 00:01

LONDON - Woolworths relaunches today as a web-only retailer geared toward British families.

Woolworths.co.uk has been developed around four main product categories: Toys; Kidswear; Entertainment; and Party. In keeping with tradition, consumers will also be able to order Pic ‘N' Mix sweets online.

The site will have three 'shops' - the Main Shop, Entertainment and Party. Initially, each will have its own checkout, but the site will offer an integrated checkout from the autumn.

The Main shop offers products for all ages, with a selection of toys from brands including Mattel, Fisher-Price, Hornby, Hasbro and Tomy. Woolworths.co.uk is also relaunching the Ladybird children's clothing brand for ages 0-8, and will be introducing clothing, footwear and sportswear for older kids.

In the Entertainment section, consumers can shop for games, DVDs, Blu-ray discs, CDs and books, all with free delivery. The shop will have weekly charts, promotions and special offers.

The Party shop offers fancy-dress costumes for both children and adults, games, goody bags, balloons and party gifts requested by customers.

‘Whereas before there was around 7000 lines across entertainment and clothing, because we are not restricted by bricks and mortar there will be around half a million lines,' said Mark Newton-Jones, chief executive at Shop Direct Group, which now owns Woolworths.

The retailer has also created a reward scheme called the Very Important Families (VIF) Club. Registered users can receive perks such as free cinemas tickets for Saturday mornings, known as Movies for Juniors. On 4 July, there will be special screenings of Ice Age 3 for 3000 Woolies customers at 15 cinemas.

As part of the relaunch, the Woolworths logo has been revamped, with the 'oo's of 'Woolies' changing depending on the product category being viewed.

Marketing activity, created by The Brooklyn Brothers, breaks this weekend, with a cinema spot and outdoor activity. Initially, the site relaunch will not be promoted on TV.

The Woolworths retail chain entered administration last November; the brand was acquired by the Shop Direct Group on 2 February.

The new-look website goes live to consumers at 7am on Thursday 25 June.

Comments

sue turner - 25/06/2009

The logo doesn't work. The single dot does not read as an 'o'.

Mike Page - 25/06/2009

Logo works fine for me, and I like the headphones on the entertainment site.

If logos that didn't push the boundaries of 'believability' then More Than's logo would be dead on its feet, because > 'does not read' as an A.

nota bene - 25/06/2009

More fundamentally, it still doesn't answer the question, 'Why would I go there?' There's nothing that's not available elsewhere...and it remains a jumbled product offering. Quite like the pick'n'mix...fun graphics..but I'm more likely to pop round my local sweet shop or again there are 'specialists' for this sort of stuff.

sue turner - 25/06/2009

Mike, mate.

Have you been on the...whatever it is that you drink in Glawster? I think it's that or the sun has got to your bonce, because your post makes no sense at all. This has nothing to do with 'believability', it has everything to do with design that is bad and does not work. Cheers! Have another for me.

Mike Page - 26/06/2009

Zoinks!

I think we're going to have to agree to disagree here Sue.

It's nothing to do with the stream water or the sunstroke from days toiling in the fields - just my humble personal opinion.

I quite like the take the new management have taken with the logo. The dot on the red die is circular and of the correct orientation (and always will be) to resemble an 'o', unlike the > in More Th>n (yes, i know it's the correct mathematical symbol for more than, just how many people can remember that from school days?). Maybe a ^ would have been more apt as it least implies to the average country bumpkin than if it's pointing up, then there's probably more of it.

From a brand consistency perspective, I know that messing about with the logo is a big no-no and that the logo should be sacrosanct, but I think it's a bit of fun. Balloons, die, beachball, headphones...bit of fun.

Right or wrong, it's just my humble opinion and I think it works.