Wilkinson (shop)

Infobox Company
company_name = Wilkinson
company_
foundation = 1930
company_type = Public
location = Worksop, UK
industry = Retail
products = DIY, Stationery, Pets
homepage = [http://www.wilkinsonplus.com www.wilkinsonplus.com]

Wilkinson (or "Wilko", some times "Wilks" as it is often known) is a British high-street discount chain with 311 stores, selling everything from washing powder to paint. Seasonal ranges are introduced on a rotational basis, with garden tools and plants in summer and Christmas decorations from September to January. The majority of the company's larger stores are divided into various sections, including Pets, Stationery, Seasonal, Cleaning, Confectionery, Toiletries, Clothing, Homewares, Bathrooms, Kitchens, Textiles and DIY. During 2007, the company also introduced a new "Food to Go" and grocery range in some larger stores. Also in November 2007, the company opened its first convenience style store.

The Company has two distribution centres:
* D.C.1 & Head Office - based in Manton Wood, Worksop, Nottinghamshire.
* D.C.2 - based in Magor, South Wales.

History

Since the first store was opened by in Leicester in 1930, the company has grown to 311 stores nationwide, averaging in excess of convert|17000|sqft|m2|abbr=on, and employing over 21,000 people in total. Unlike many of its competitors, the chain remains largely in the hands of the founding family. When chairman Tony Wilkinson, the son of the founder, retired as Chairman after 45 years in 2005, he was replaced by his niece, Karin Swann, and his daughter, Lisa Wilkinson.

Marketing

The Wilkinson method is to sell products as cheaply as possible, to try and achieve maximum sales and encourage customers to purchase more than one item when they visit the store. In its marketing and advertising, it places a large emphasis on value. Wilkinson has never advertised on television and instead focuses on advertising in the press. The company will often place leaflets or brochures inside local newspapers to showcase whatever ranges and offers is currently promoting. However, a number of products advertised on television, such as those made by JML, will sometimes reference Wilkinson as a location where a product can be purchased.

The chain also sells own-label products under the "Wilko" brand. These are more affordable versions of popular branded products, which cover all departments within the stores.

Incentives

Wilkinson has launched a Saving Stamp Scheme across all its stores. Although not an unusual practice in the retail market, it is unique to Wilkinson because it has never launched any kind of loyalty or saving incentives in the past, preferring to concentrate on its 'Everytime' value promise.

Customers buy stamps at a cost of £1 each, which are placed into a savings booklet. They then receive a reward of £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 four weeks service, as well as the same discount on products in the Wilkinson Plus catalogue.

External links

* [http://wilkosplus.co.uk Wilkinson Team Members Forum]
* [http://www.wilkinsonplus.com Wilkinson Plus Website]
* [http://jamesomalley.co.uk/blog/?cat=17 Weblog of a Wilkinson employee]
* [http://jamesomalley.co.uk/maps/wilko.php Map display locations of Wilkinson stores]