Archive: worthit!

I was happy to hear on the radio this morning that the Woolworths name has been bought. I had begun to fear that the brand had been damaged too much by the events since November, but it seems as though Woolworths will still live on in some form.

The buyers are the Barclay Brothers, and will operate Woolworths as an online-only venture as part of the Shop Direct Group. It’s ironic that the new Woolworths will focus solely on the website since under the old management the website was one of the weakest parts of the retail arm in my view. But given the success of online-only Littlewoods under Shop Direct, it seems as though they know what they’re doing.

Woolworths logo What’s interesting is that Shop Direct have also bought the Ladybird brand. The Ladybird logo is almost as prominent as the Woolworths logo on Shop Direct’s website. It’s a shame they missed out on buying Chad Valley, which was bought last month by Home Retail Group, the owners of Argos. I wonder if the WorthIt! range will return on the new website. I think that WorthIt! electrical goods, for instance, would go down a storm on the new website.

The fact that the new Woolworths will be selling Ladybird clothing appears to be the only thing they know so far. People are being invited to let them know what they liked and disliked about Woolworths to shape the new online store. But during an interview on the Today programme this morning, Shop Direct’s Chief Executive Mark Newton-Jones said that he doubted the new Woolies would be selling washing up bowls or light bulbs.

You can be sure that the new Woolies will also not be selling one of the items that it was most famous for. It would be difficult to offer pic ‘n’ mix in an online environment, but it was clear from much of the media coverage over the past couple of months that Woolies was known first and foremost for its pic ‘n’ mix. That is a real loss to the essence of Woolies.

It won’t be the same, but it is nice to see that the Woolworths name at least will be celebrating 100 years in Britain, albeit not all on Britain’s High Streets.

Thanks to those who thought of me when they heard the story and emailed me!

By the time I started working for Woolworths, the company was pushing its in-store ordering system big time. In Summer 2006 The Big Red Book was launched to encourage customers to make use of the ordering facility. As sales assistants, we were always encouraged to offer to order any items that weren’t in stock.

Unfortunately, the ordering system was, in my view, a customer satisfaction minefield. The system was slow, clunky and difficult to use. Worse still, the majority of times I checked for an item, it wasn’t in stock and it wasn’t available to order (latterly, it was actually a surprise if an item was in stock). Customers would often raise an eyebrow and say, “I thought you were ordering it because it wasn’t in stock.” No such logic in the Woolworths system. And the flat £4.95 charge for home delivery simply wasn’t worth it for smaller items.

The catalogue also raised customers’ expectations about what they could find in store. A customer would browse the catalogue at home, and expect to be able to find every item they wanted in store. Not so, of course — that’s why they produced a catalogue in the first place. But there were a lot of disappointed customers.

During my stint at Cumbernauld there was a problem soon after the price of pic ‘n’ mix increased. It was still being advertised in the catalogue at the lower price, and the customer demanded to be charged the lower price. I know of at least one other similar incident with another product. The company seemed to forget that producing the catalogue meant they couldn’t really increase any prices.

The Big Red Book experiment was an inept attempt to beat Argos at its own game that was doomed to fail. I have heard that the experiment was ultimately an expensive disaster, and that the ordering system was one cause of the stock availability problems. The catalogue was scrapped in late 2008 (but not before the company had already produced not one but two Christmas 2008 catalogues), but the damage had already been done.

The whole adventure is ironic given that Woolworths was an early player in the catalogue store format with its Shoppers World chain. Woolies gave up on it in the 1980s. Maybe if they persevered they would never have had to worry about Argos.

Smarty-pants analysts like to point out that retailers need things like catalogues and high online sales to survive. But where is Poundland’s online ordering system? I notice also that I can’t buy my food shopping on the Aldi and Lidl websites. Yet these three stores are all in rude health, and are expanding as though the credit crunch never happened. That’s because they focus on providing goods that customers want at low prices — not producing costly catalogues.

It’s highly notable that those currently well-performing stores are all value retailers. Once upon a time, Woolworths would have been seen as a value retailer. Somehow it took its eye off the ball. Woolies was neither a place where you would be sure to find value-for-money bargains, nor a place to buy high-quality goods. Instead, it uncomfortably took a path in the middle — a retailing no man’s land.

In fairness, the launch of the WorthIt! brand was a good stab at offering value-for-money products, and the value was indeed often impressively good. Unfortunately, this sometimes seemed to be at the expense of the main range of products.

For instance, you could always find a better range of stationery in WH Smith (even if it was more expensive there). But alarmingly, the range at Woolworths seemed to get worse since I started working there. Of course, some products had to go to make shelf space for the WorthIt! range. This meant that I could buy sets of WorthIt! notepads that were undoubtedly excellent value for money, but they weren’t quite as good as my preferred kind of mini notepads that disappeared from existence.

Meanwhile, can you believe that latterly we did not sell such basic stationery equipment as a tape dispenser? I only realised this because a customer asked me if we stocked them. I instinctively said yes (of course we do!) only to lose the spring in my step once I had led my customer to the stationery area, realising that I had not seen one in yonks. Boy, did I feel like an idiot.

There were few signs that the product range was going to improve from 2009 onwards. Among the last new products that arrived was a dummy CCTV camera. This must have been designed to be put on sale after the Christmas period, the tell-tale sign being that they came in with half price stickers plastered all over them when they were not yet half price.

Unfortunately, at full price these plastic pieces of crap that literally did nothing (the only feature of this plastic, fake CCTV camera, was a blinking LED) sold for well north of £20. Customers did not touch them with a bargepole, even when the store-wide discount sat at 90% off on the final day.

Most of our remaining stock

There they are on the bottom-right of the above photograph along with a million and one WorthIt! laundry hooks. These were among our unsold products after the shutter went down for the final time on Tuesday. In fairness to the laundry hooks, they probably sold fairly well. The only reason we had loads left was because the distribution centre sent us way too many. By that time, crisis mode was well under way, and clearly the distribution centres’ only aim was to get rid of all the stock, just chucking stuff on cages and waving goodbye.

Another of the final new products to arrive was a set of four crocus vases with crocus bulbs. Not a bad product in and of itself. The problem was that the packaging was shockingly bad. There was next to no protection for the individual vases, meaning that they rattled around inside the box, clattering against each other. This sometimes damaged not only the vases but the bulbs as well (which just sat loose on the top of the vases). If a box was dropped, it was curtains.

Worse still, the boxes came with a huge display window. Not so unusual, except for the fact that it wasn’t so much a window as a massive hole in the box. Unprotected by any kind of cellophane covering, it didn’t take too much jiggling for a vase to “accidentally” fall out of the box. A shoplifter would have had a field day with these, simply being able to inconspicuously reach in, grab a vase and pocket it.

The packaging was so poor that the whole lot ended up being scanned off the books. We took the surviving vases out and sold them separately, sans crocus bulbs, for 30p each. But what a load of money that must have gone down the drain, and all for some thoughtlessly bad packaging!

One question that many of my friends have asked me over the past couple of months is, did I see it coming? For many, it was a shock that an institution like Woolworths could even be in mild difficulty, never mind on the brink of going out of business. But the honest answer to their question was: yes, I did see it coming. And I wasn’t the only one.

What was shocking was the speed with which it did happen. I thought everyone involved would at least give Woolworths a chance over Christmas. But the depth of the trouble to hit the High Street was even greater than I had imagined, and Woolworths was essentially given its last chance in mid-November.

I was first aware of the possibility of Woolworths getting into financial difficulty being raised in early 2007. Everyone was paid to come in for an hour to attend a meeting. If memory serves, we were basically told to ensure that standards were kept high and that displays were set up how they should be. During this talk the possibility that Woolworths might go out of business was brought up.

Back then, it seemed like a distant possibility. Nonetheless, it didn’t take me long after I started working for Woolworths in July 2006 to wonder if the company might be in a spot of bother. For the entire time I worked there, our shop never had working air conditioning — and I know that ours wasn’t the only one. Apparently they couldn’t afford to fix it. Temperatures were almost unbearably high during the summer, and I frequently overheard customers mentioning the terrible heat inside the shop. That seems to me at least one possible reason why footfall may have decreased.

Meanwhile, the fact that it took six weeks for my name badge to arrive, and the fact that I never received a uniform was a sign of, if not financial problems, at least incompetence somewhere or other in the chain. (I did have a uniform, but my Woolworths polo shirt was the one given to me on the first day which I believe was my manager’s old one. I didn’t kick up a fuss because it did the job just fine. I never got a fleece though!)

Meanwhile, we ran out of basic supplies, in my view, alarmingly often. It wouldn’t surprise me if other shops ran out of stuff from time to time. But we completely ran out of carrier bags at least once and had to resort to using bin liners (a scenario which was repeated when things unravelled in December 2008). Perennially we lacked tissue paper with which to wrap fragile goods. We also often ran out of the paper we needed to make temporary price labels.

When I started I am sure we had five (or maybe even six) Piccolink “guns” — the hand held stock management devices. These reduced in number over time until at the end we had just two — and they were both broken. These devices were almost essential to do our job, and the shortage was the source of much frustration.

For a couple of months after the Christmas 2006 period, supplies of stock seemed to completely dry up. The stockroom looked pretty empty and certainly in my department we started selling the dregs of the inventory in the stockroom. At first I thought maybe it was normal for just after Christmas. But when more experienced colleagues told me they had never seen the stockroom so empty, the signs pointed to the fact that the company was facing difficulties.

After a relatively benign 2007, sales fell off a cliff throughout 2008. My workload was noticeably lower in 2008 than it was in 2007. When the credit crunch worsened that summer, I began to think it was more likely than not that Woolworths would fall victim. Things were bad for the company anyway, but if things became bad for the economy as a whole as well it was difficult to see a way out.

Any notion that top management stuck its head in the sand should be dispelled. Even though on the surface Woolworths didn’t change much, there is no doubt that they were looking for a solution. Unfortunately, they came across the wrong solutions.

It is too easy to blame the demise of Woolworths on the credit crunch. Although High Street retailers are undoubtedly feeling the effects of the current economic situation, a good business can still survive with little problem. Sure, in a more benign time when credit was more available, Woolworths would have found it easier to borrow more money to survive another year.

But unmanageable debt — all £385 million of it in Woolworths’s case — will come back to bite when times are tough. In a way, Woolworths was lucky that the past decade or so was so benign. It was given the benefit of the doubt by the favourable economic environment.

Obviously things unravelled quickly in November. It became clear that Woolworths was in talks with Hilco, a company that specialises in turning around distressed retailers, to sell the retail arm of the business for £1 and offload a significant chunk of the debt. That was a sign of extreme desperation. Woolworths was looking to get rid of its core retail business by any means, in the hope of salvaging the more profitable businesses Entertainment UK and 2 entertain.

In the end, the banks refused to back such a deal, opting instead to recover their money. The retail arm and Entertainment UK both went into administration on 26 November 2008. From a business point of view, it was a shame that a profitable, successful business like EUK had to be brought down along with the shops. That had a more-or-less direct consequence on another major retailer, Zavvi, which relied on EUK for all of its supplies.

The disappearance of Woolworths also means the disappearance of other well-loved brands. Children’s clothing brand Ladybird has a history and involvement with Woolworths stretching back to 1934. It became exclusive to Woolworths in the 1980s and was bought outright by the company in 2001.

Meanwhile, the historic toy brand Chad Valley has also fallen victim. Like Ladybird, Chad Valley has a long history going back to 1860. Chad Valley withered on the vine in the 1980s, but Woolworths bought the name in 1991 and it became the store’s own brand toy make. Administrators are hoping to sell both brand names, and I would have thought the chances of these brands surviving in some form in the future are high.

Another Woolworths brand might not be so sorely missed. The WorthIt! value range was a recent addition, only launching properly in 2007 after a trial period. I think it made a good name for itself, particularly in affordable electronic goods. The likes of WorthIt! kettles and WorthIt! microwaves flew off the shelves.

A lot of WorthIt! products were cheap and nasty though. It was difficult to suppress the giggles when WorthIt! toilet seats were returned because they cracked under the weight of enormous bahookies. I would have thought a sale of the WorthIt! brand is less likely, given that it was pretty much intrinsically tied to Woolworths, right down to the punning name.