Wilkinson (shop)
From Wikipedia, the free encyclopedia
Wilkinson (or Wilko, as it is known colloquially) is a British high-street hardware store. It sells everything from washing powder to paint, and also rotates some of its stock on a seasonal basis, such as selling Christmas decorations from September and garden tools in the Spring. The majority of their larger stores are divided into various sections selling products including Pet Care, Stationary, Cards/Wrapping, Seasonal, Cleaners, Confectionary, Toiletries, Clothing, Home Adornments, Bathrooms, Kitchens, Textiles and DIY.
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[edit] History
Since the first store was opened by JK Wilkinson in Leicester in 1930, the company has now grown to over 250 stores nationwide, and employs over 21,000 people. Unlike many of its competitors, it still remains largely in the hands of the family who started it- the children of JK Wilkinson play an active role in the company.
[edit] Marketing
The Wilkinson method is to sell products as cheaply as possible, to try and achieve maximum sales and to sell through. In its marketing, it places a large emphasis on value. Wilkinson has yet to advertise on television and instead focuses on advertising in the press. They will often place leaflets and flyers inside local newspapers to promote whatever range they're selling. However, a number of products advertised on television, such as those made by JML will sometimes reference Wilkinson as to where the viewer can purchase the product.
They also sell "Wilko" Branded products, these are more affordable versions of products that are aimed to offer good value yet retaining the quality of the product. "Wilko" Brand products are available in every category of products they currently sell.
[edit] Incentives
Wilkinson this summer has launched a Saving Stamp Scheme across all of its outlets. Although not an unusual practise in the retail market it is however unique to Wilkinson because it has never launched any kind of loyalty or saving incentives due to the high drive of its 'Everytime' value promise. Customers buy stamps at a cost of £1 each, which are placed into a savings booklet. Customers are rewarded £1 for every 19 stamps they purchase, effectively giving them a 5% discount for every £20 they spend in store. Employees of the company are offered a 13% discount at all shops
[edit] Criticisms
Wilkinson has received criticism [1] from some groups for using prison labour in the manufacture of its own-brand products. The suggestion is that Prisoners are forced to do things such as packaging, at the expense of education and activities. The company has stated that only a tiny number of its 25,000 products are obtained from the Prison Service, which is paid the standard rate for any supplier.
