Wilkinsons

WilkinsonsAimed at: Women with a lower income/budget – Plenty of offersCompeting on low pricesCustomers are in and out quite quickly – only browse at the product they want.Bedding was what was being sold mostly.

Positive Negative

Full shelves – island shelves with impulse products and the edges with standard products.

Self help environment – poor customer service

Clear labels of product pricing – neatly set out

Not many staff – few on tills

Complementing colour items put together – range of items

Not many signs other than prices

More own brands – Multiples of similar products – well stocked

Not very busy – made the stock look like it had been there a while.

A large amount of marked down products compared to full priced. – low standard of product

• HOUSE OF FRASER, HUDDERSFIELD

The Rooms are very filled with items creating a Shabby chic look

Most of the expensive products were near to the counter and in the main

roomTarget Customers would be middle

class buyers moving houses or redecorating their house.

Black, White, Brown and BeigeBut using a hint of bright colours to

draw attention

Independent Interior shop located in Huddersfield Lockwood

Price range of items are £10 to £500+

Hard Materials like Steel, Copper, Iron, Wood, Tin and Plastic

How’s Bazaar

Comparison• Wilkinsons – cheaper around the edges• Lighting nicer in more expensive areas, too bright in the others• More sales and offers than full price.• Middle aged – pensioners.• House of Fraser – cheaper in the centre• Bright lighting at the front, mood lighting everywhere else.• More sales than full price. Sales only on selected products.• Middle aged parents• How’s Bazaar – Cheaper in smaller rooms• quite dim overall, bright in the expensive areas.• More full price, less sales.• Middle class