Marketing
Wilkinson's advertising is concentrated in the press, such as through inserts included with local newspapers. Advertising emphasises value for money, with in-store promotion encouraging customers to purchase more than one item when they visit the store.
A revamped version of the Wilkinson brand was unveiled in 2008. Designed by Jupiter Creative, the brand was showcased in new format stores in Thornaby, Northallerton, (which replaced a former Woolworths store), Sheffield, Leicester, Newton Aycliffe and Walton-on-Thames, as well as the Castle Douglas, Motherwell & Clydebank stores in Scotland. Elements of the new brand have since been phased in more widely, including point-of-sale materials, carrier bags and a relaunched website. Stores in Nottingham and Retford have also recently been converted to the new One Touch format.
Read more about this topic: Wilkinson (retailer)