Wickes trials first smaller concept store

Wickes is introducing smaller store formats on the high street as part of the DIY retailer’s wider plans to test new revenue streams.

/s/l/v/Wickes.jpg

The retailer has opened a trial 700-sq ft high street store in Tunbridge Wells, adding to its existing 200-plus portfolio, which mainly consist of 25,000 – 30,000 sq ft stores in retail parks as well as some kitchens and bathrooms showrooms on the high street.

The store will offer 5,000 products, with a further 4,000 available to order for next-day from in-store catalogues.

Simon Holder, multi-channel development director at Wickes, says the format allows the retailer to test a number of different areas, including the high street, and trial swapping retail space for higher distribution costs.

He says: “This is very much a trial on a bigger road map. It brings into sharp focus how we can really tighten up our merchandise and have a denser offer of products. It’s a trial of how high street stores can work for us.”

“This allows us to experiment with customer centric people who understand the offer. So [looking at] how can we drive [sales] using people,” adds Holder.

The DIY retailer, which will look to roll out further trials next year, will be hoping the new focus will turn around slipping sales. In its most recent results like-for-likes dropped 0.5% in the 39 weeks to October 1.

Wickes will also launch its first mobile site in January and is exploring rolling out apps for tablets in a bid to drive digital sales, which together with its catalogue have been climbing 20% year-on-year.

The retailer follows a number of other retailers including John Lewis and House of Fraser in launching smaller store formats.

engageawardsweb

Brand innovation is at the heart of growing business. If you can demonstrate a sweeping success in innovation then enter the Marketing Week Engage Awards 2012 category – just click here.

Recommended

/f/k/d/blackberry160.jpg

BlackBerry owner launches BBM Music

Ronan Shields

RIM has launched its BBM Music service as the smartphone manufacturer aims to repair its reputation following its three-day email and web browser blackout last month. Read full article here. Delivered great results with your marketing strategy? Then enter the Telecomms and IT category in the Marketing Week 2012 Engage Awards by clicking on the […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now