
So Woolworths survives:
“Just weeks after the shutters came down on the last Woolworths store, Shop Direct, owned by Sir David and Frederick Barclay, has paid an undisclosed amount for the group’s name. The pick-and-mix to children’s clothes chain will now re-open as an online store in the summer.”
It’s good news for the brand and hopefully for some of the staff at Shop Direct.
It’ll also be a fascinating branding/marketing exercise for the new owners. How do you retain the obvious brand affinity that exists whilst building the company into one that will profit and develop in today’s highly competitive (online) retail space.
Using the internet is surely a good start. But it wont be enough on its own.
Pitching this just right is phenomenally important. But it also presents a great opportunity. Taking an incredibly well established brand and doing something new and fresh with it.
Will this happen? Who knows. Here are some pros and cons for the new owner.
Pros
- A loved brand
- Chance for a fresh start
- Opportunity to do something ‘different’ – different to the old Woolworths and other etailers
- Using the online channel, doing away with the image of ‘offline Woolworths’
Cons
- A loved brand
- A damaged brand
- Online competition
- Negative PR
- Old ’1p sweets’ associations
They are making a good start. The homepage currently has a form encouraging visitors to leave their details (data capture) and inviting users to share “thoughts on what you liked most (or disliked!) about Woolworths so we can make sure we’ll be even better when we return.”
Nice. Time will tell…