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re: Woolworths, Dixons – can big brands really live on in ‘Internet heaven’?

Mark Tomkins, TDA — Thu, 05 Nov 2009 16:10:34 GMT

Good points, both. Kate, agree with the fact that they'll need to address the problems they had in the offline world first. It's no use just popping up in another channel and hoping for the best. Carrie, you're right about people wanting a multi-channel approach too. Also, maintaining the sentimentality of the brand will be hard. Half the charm was in the whole experience of heading to town, finding that 'must-have' 7" single and carrying it home in your Woolies carrier bag. You can't do that online.

Comedian Stewart Lee captured some of this in his, not altogether fair, recent stand-up routine on the much-loved brand:

www.comedy.org.uk/.../woolworths

re: Woolworths, Dixons – can big brands really live on in ‘Internet heaven’?

Carrie Eames — Thu, 05 Nov 2009 13:06:15 GMT

Hmm .... in theory an online-only brand should work if you consider that apparently 65% of people search online for products before buying, and look at brands like ASOS. BUT I also think that many people really do want that multiple channel approach, particularly the more traditional shopper; they might want to look online, but as you have both said, people still like the experience, tangibility and relative 'safety' of a high street shop. I agree with Kate in that it may depend on the offering - Woolies pick and mix online? Surely that's got to be a category kept purely for its PR-angle (and what a good PR angle by the way, but not one that's going to drive sales I should imagine). I think it will be a real shame if Woolies can't make this work - the public were left with a real sentimentality for the brand this time last year, but I think if it fails the second time, it may just drift off into oblivion without leaving even fond memories behind.

PS As for Dixons, you'll notice I haven't mentioned them. That's because I have no opinion on them one way or another; they just don't engender any feeling in me at all, which possibly, on reflection, is part of the problem.

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re: Woolworths, Dixons – can big brands really live on in ‘Internet heaven’?

Kate Wooding — Wed, 04 Nov 2009 13:55:18 GMT

Interesting... I guess I think that they'll both only survive if they actually address the problems that they had in the offline world. For example, for Woolies I think the problem was that as a generalist store they didn't have anything special to offer, and became a place that we all popped into to buy non-specific items that we didn't have a specialist home. In essence they became a de facto hardware store. I definitely miss them on the high street now that they've gone (where do you buy a washing up bowl locally?), but they couldn't survive selling low cost and low value items on every high street. Personally, I don't think I'd buy that kind of stuff online. Unless I was buying an 'added value' washing up bowl, one that actually does the washing up for me, and I'd go to Lakeland for that. So, I think Woolies online will only survive if they can give themselves a really strong proposition. I'm not sure if pick-and-mix and Ladybird clothes will be enough for that, but we'll see...

As for Dixons...their whole ad campaign seems to be aimed at competing on price against John Lewis, who I seem to remember are never knowingly undersold. I don't know if that will put pressure on John Lewis' price promise, but I don't think that Dixons has a strong enough proposition to differentiate themselves from Comet, Currys, Amazon, etc.

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re: Marketers V psychologists. Let the battle commence!

Mark Tomkins, TDA — Mon, 24 Aug 2009 12:38:20 GMT

Yes Tony, his statements are indeed of the sweeping variety! There's actually some fine thinking out there - it's just a case of bringing it into the mainstream and implementing it in our day-to-day marketing.

re: Marketers V psychologists. Let the battle commence!

Tony Attwood — Wed, 19 Aug 2009 10:33:53 GMT

Very odd indeed - it is as if he doesn't know about the Theory site - its an open web site with hundreds of pages of articles which applies the psychology of perception to direct marketing.

How odd not to have noticed it is there.

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Friends Reunited to be sold at ??160m loss? – DigiTALK – Blogs … — Mon, 27 Jul 2009 18:52:11 GMT

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re: You’re revolting and it’s getting ugly for 118 800.

Mark Tomkins, TDA — Mon, 20 Jul 2009 11:28:01 GMT

Hi Norman

I too say "bravo" to the little man and let's celebrate his revolutionary tendencies! I'm definitely not looking to stifle his free speech - especially not because some big corporate entity gets a little bit uppity.

I also concur with your doubts about the new 118 800 mobile directory. My number will be not be on their databanks either. However, the campaign against it was full of mistruths. If they'd simply led with the facts, they'd still have garnered plenty of support.

So the message to the little man is, why get embroilled in dirty tricks when you already have so much clout at your disposal!

re: You’re revolting and it’s getting ugly for 118 800.

Norman Ingram — Fri, 17 Jul 2009 14:59:16 GMT

And your point is.....? What, exactly is your problem with the "Power of the little man"? The days of the emporers new clothes are over. Just because some corporate entity says something is good so accept it because your opinion is worthless is living in the past.

Your comment about 118 800 is also way off the mark. People have genuine doubts about this service, including myself, which is why I took the trouble to opt out. I was never asked if it was a service I wished to have, and consider it an intrusion. If my mobile rings it is business or friends. My home land line is ex-directory for the same reason.

Marketers, ignore the "little man" at your peril.

re: Have you got a behaviour problem?

Mark Tomkins, TDA — Tue, 21 Apr 2009 13:56:09 GMT

Thanks for your comments Gotnoteef and Kit.

Good point about the deletion of cookies too. It would mean having to re-opt out all over again.

Simplicity really is the order of the day. Otherwise it'll just pass most consumers by.

re: Susan Boyle is bigger than Bush, Obama and Palin!

Mark Tomkins, TDA — Tue, 21 Apr 2009 13:41:04 GMT

The truth is that you can't maintain that balancing act of being ordinary and famous at the same time. The minute the album is released you're no longer ordinary Joe from Stockton-on-Tees. The evil hand of Mr PR has touched you and the public drop you like a hot potato.

re: Susan Boyle is bigger than Bush, Obama and Palin!

IanC — Tue, 21 Apr 2009 13:21:55 GMT

I agree with all points, and being sick of most (trying) to be poslished reality TV people is my favourite pastime. But it will still end quickly, ask that Pol Potts bloke, am sure he has a career but everyone got bored quite quickly. I'm just saying the same will happen to the Boyle.

re: Susan Boyle is bigger than Bush, Obama and Palin!

Mark Tomkins, TDA — Tue, 21 Apr 2009 13:16:51 GMT

Perhaps they can prolong their 15 minutes with a Three Tenors style stint at the Albert Hall?

Sergeant, Potts and Boyle on the same night? I'll be first in line for tickets!