Wilkinson (shop)
From Wikipedia, the free encyclopedia
| Wilkinson | |
|---|---|
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| Type | Public |
| Founded | 1930 |
| Headquarters | Worksop, UK |
| Industry | Retail |
| Products | DIY, Stationary, Pets |
| Website | www.wilkinsonplus.com |
Wilkinson (or Wilko, as it is known colloquially) is a British high-street discount store. The 300 stores sell everything from washing powder to paint, and also rotate some of their stock on a seasonal basis, such as selling garden tools in summer and Christmas decorations from September to January. The majority of their larger stores are divided into various sections selling products including Pets, Stationery, Seasonal, Cleaners, Confectionery, Toiletries, Clothing, Home Adornments, Bathrooms, Kitchens, Textiles and DIY. During the past year, the company has also introduced a new "Food to Go" and Grocery range in certain stores.
The Company has two distribution centres:
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- D.C.1 & Head Office - based in Manton Wood, Worksop, Nottinghamshire.
- D.C.2 - based in Magor, South Wales.
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[edit] History
Since the first store was opened by (d. 1997) in Leicester in 1930, the company has now grown to 300 stores nationwide, averaging in excess of 17,000 sq ft (1,600 m²). and employs over 21,000 people. Unlike many of its competitors, it still remains largely in the hands of the family who started it - when son Tony Wilkinson retired as Chairman in 2005 after 45 years with the company he was replaced by his niece, Karin Swann, and his daughter, Lisa Wilkinson.
[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 are 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, yet Wilkinson aims to offer good value whilst retaining the quality of the product. "Wilko" brand products are available in every category of products they currently sell.
[edit] Incentives
Wilkinson has launched a Saving Stamp Scheme across all of its outlets. Although not an unusual practice 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 Wilkinson Stores after 4 weeks service as well as the same discount from products in their Wilkinson Plus Catalogue.
