Shopping at value retailers actually terrifies me. The overstocked, overcrowded stores make me want to get in and out as soon as is physically possible so I can breathe again.
But value retailer Wilkinson’s new Crawley store is a break from the norm, and has set the bar for bargain retailers.
According to brand controller Barry Underdown, it is the first Wilkinson store where you can stand at the front and see all the way through to the back. Usually, the retailer’s stores feature 2 metre-tall fittings, which makes it difficult to navigate through the shop, particularly when, like me, you’re only 5ft 2 inches.
The new store is airy, colourful and full of character, flagging up the different departments with fun signage such as “get your jimjams on” for the bedding section and “file it, store it stack it” directing you to the stationery section.
Walking around the store, I was surprised by the level of detail which makes you forget that you are in a value retail store. Visual merchandise is playful and imaginative and you don’t feel rushed while shopping.
Upstairs Wilkinson has even installed benches to allow for a more leisurely shopping experience - going against the grain of the generic experience some stores offer across the value sector.
The first ‘Wilko’ format is a radical change and one I hope to see more of.
No comments yet