As expected, the Woolworths brand - synonymous to the historic high-street retail chain - has today returned to action in the form of an online store operated by the Shop Direct Group.
Shop Direct, who paid administrators in the region of £5m to £10m for the Woolworths brand, is owned by the Barclay brothers and also operates similar web-based outlets such as Littlewoods Online.
The new outlet, accessible at Woolworths.co.uk, offers goods including toys, kidswear and Woolies' famous Pic n' Mix confectionary.
An estimated 20,000 users are believed to have registered with the site shortly after it launched, and perhaps as an effort to retain Woolworths' family appeal, a blog has been launched at WooliesHQ.co.uk. The blog introduces the Woolworths team to customers, and users are encouraged to register to become a member of the VIF club - that's "Very Important Families", a free membership scheme through which Woolies will offer exclusive perks.
Shop Direct has been accused by some of "playing on the nostalgia" of the Woolworths brand, and though the 100-year-old high-street chain's customer base might not be web-savvy, Shop Direct Group chief executive Mark Newton Jones believes a family-orientated web experience is the next step forward and had this to say:
We’re delighted to be bringing back Woolworths in its 100th year. We’ve been talking to families across the country and have responded with a site that delivers the best of what they loved about Woolies, offered across four main categories of Kidswear, Toys, Entertainment and Party.
Families wanted us to bring back Woolies as soon as possible, so that’s what we’ve done. From acquiring the brand to launching it has only been 20 weeks; something you could never achieve with a high street business but can do online. We’re aiming to create a fun, family web experience which keeps on getting better and better.
The all-new Woolies site is designed using the retailer's familiar red colour scheme, and the Woolies logo has been revamped for its online debut - it now features images of products in place of the two OO's.
