Never say die – the Woolworths challenge

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…

Digital Britain? No sh*t. Too little, too late

“Our digital networks will be the backbone of our economy in the decades ahead. We know that every aspect of our lives – every school, every hospital, every workplace and even every home – will depend on the services the digital network provides.”

Gordon Brown, PM, 29th Jan 2009

What does he expect? Stop stating the bleeding obvious.

It’s no surprise, from the government that believes it is worth exploring age-ratings for websites.

I’m really starting to get pissed off with politics.

Others have highlighted further examples of the shortsightedness of the Digital Britain report, and yes, I know, we’ve only had the first part. But why bother with this bit?

As Emily Bell states, there is nothing in the report to argue with. But, there’s also nothing that inspires confidence about how we might survive (and lead?) the digital age.

Why bother merely summarising what everyone already knows? Digital is hugely important to our economy. We know. It will become even more important. We know. Everyone needs to have access to high speed internet access. We know.

How?

That’s the question.

How are the government going to do this? How will we achieve these things?

The time for simplistic analysis is over. Other countries are plowing full steam ahead. We need action and we need it sooner rather than later.

For once the opposition are spot on:

Jeremy Hunt, Tory shadow culture minister: “We thought the report was going to contain a strategy.  In France and Germany they are laying fibre, in Japan they already have it.”

Don Foster, Lib Dem culture, media and sport spokesman: “We’ve spent lots of money on reviews, but all we now have is a strategy group, an umbrella body, a delivery group, a rights agency, an exploratory review, a digital champion and an expert task force. This report has been a complete damp squib.”

Come on Gordon. Action, not words.

Rant over.

About

This is my story. I've always been fascinated by the internet. My first passion was music and I studied a music degree at Birmingham University. But once graduated I quickly went back to the web working as a digital marketer. I also ran a web startup for a few years. In the need of a new challenge, I turned to the world of PR and now work as an Account Director at EML Wildfire. My interest is primarily looking at how PR professionals can make the most of the web and digital marketing. This blog contains my thoughts and things I find inspirational.

© 2012 Danny Whatmough - Made by me