Littlewoods’ decision to return Woolworths to the consumer via the web is an interesting one. True, it has purchased an iconic brand with loyal customers – but one with a heritage founded in shopper interaction, impulse purchase, multiple categories and a bricks-and-mortar experience. The challenge will be to set Woolworths apart in a space dominated by powerbrands like Amazon.
Collaborating with customers on stock selection could be the key. Our research shows that most UK consumers would like to influence what products appear on-shelf.
As a million Woolworths customers have already voted with their keyboards, it may be that allowing people to choose the next generation of Pick n’ Mix will be the key to its online success.
TNS Retail & Shopper