Is £1 the new brand battleground?

Poundworld Nottingham
Poundworld Nottingham

The old Woolworth’s in Nottingham, Victoria Centre is now the new Poundworld. It’s apparently the biggest they have, so I thought I’d have a look around it.

Most of their stock isn’t for me, but I guess I’m not their target audience. They have some great value Johnson and Johnson facewash and 3 cans of diet Cherry Coke – all for the bargain price of £1. They have electrical items, hygiene and bathrooms stuff and almost anything youcould possibly need to kit out the perfect value house. But what really surprised me was the fact that they have a chiller.

In this chiller are Richmond sausages, 2 litre packs of milk, back bacon (in slices of six), vile Rustlers burgers (priced up at £1.49!) and a sandwich selection that even includes Coronation Chicken on a brown bread – again, all for £1.00.

Is £1 the new battleground - Judging by their hideous sandwiches, I think not!
Is £1 the new battleground – Judging by their hideous sandwiches, I think not!

Purely in the interests of research, I bought one of their Tuna mayo sandwiches and can report that it was truly disgusting. I ate one half of one sandwich and threw the rest away. For a gannet like me who considers chiller grazing in garages as top fodder, this is highly unusual behaviour.

Greggs across the way however have a new offer of crusty cobs with ham or cheese at only £0.80 each or both for £1.55. Now these are lovely. Fresh, crusty, made in the store on the day and remarkable value.

I can honestly say, because the £1.00 sandwich was sooooo bad, that it will make me look with some deep suspicion at every other thing they sell too. Proof again that one bad brand experience can reflect badly on your entire branded offer. Don’t just look at some of the elements of what you do with your brand, Look at all of them.

So no, £1 isn’t the new battle ground. It’s £0.80.

Thanks to James Cridland for his Poundworld facia shot. You can see more of his stuff here.

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