Wilkos has for years been the dowdy daughter of the British high street, toiling away as a cheap hardware store with no particular positioning and not enough real reasons to visit them regularly. Not quite posh enough to be John Lewis and a (big) step above the Poundland and super low price retailers.
But, when Woolworths died, Wilkos made their move.
And they have proved that you can occasionally polish a turd. The new branding created by Jupiter has given them a much more youthful new look that will have a positive effect in many ways. It feels more like an Aldi than an Argos and will hopefully deliver them the growth they deserve.
The staff must surely feel far more motivated in their new colours than the previous red/yellow cheapo combo.
The customers will fee less embarrassed about being seen with a WIlkos bag and with good PR could even help themselves position their purchase as ‘discerning or savvy chic’ rather than the ‘best kept secret’ on the low rent end of the high street.
They seem to have so many things right that it’s like seeing what Woolworths should have become had they evolved rather than allow themselves to curl up and wait to die. Wilkos have Pick and Mix, but it takes up a small proportion of the store and not the huge area Woolies devoted to it before their demise. Yes, it’s high margin selling sweets, but you can only shift so much of them!
And, like any really good retailer they have concentrated on value rather than price. Goods of an appropriate quality and at a sensible price.
The only downside for me is the rather horrid queuing system you have to endure in order to pay. It all looks a bit like a bad bank. Maybe they’ll do like Natwest and take the clocks out so no-one can see how long they are queuing for? or in a more positive light, perhaps the softer, more airy approach of TK Maxx or even Primark would be a better solution?
Anyway, good work Jupiter and good luck Wilkos. It takes a brave (and extremely sensible) client to implement such a radical change.
Thanks for the old Wilkos image to the lovely people of Zyra