Woolworths turns to Golden Goose and Hill & Knowlton for relaunch

Woolworths has brought in two agencies for its reincarnation as an online-only retailer.

Golden Goose PR will handle consumer work around next month’s launch, while Hill & Knowlton will develop a CSR initiative around the launch.
 
Shop Direct Group bought the iconic Woolworths name in February, a month after the high street chain shut its shops.
 
Head of communications Gillian Hart said both agencies have been handed project briefs. The group currently retains Brunswick for corporate and trade PR.
 
Shop Direct has set up a Woolworths site that has a regularly updated blog, Twitter and Facebook page.
 
Visitors are being asked online what they want the new site to sell, with rumours suggesting that the popular pic’n’mix will be resurrected as click’n’mix.
 
These tactics are being used to keep potential customers engaged in the brand while relaunch plans are being finalised.
 
Shine Communications’ director Chris McCafferty, the former comms director for MySpace who counts Ebay as a client, praised the current approach of engaging with consumers.
 
He said: ‘The new Team Woolies is off to a great start, listening to ideas and making the most of the latent good feeling towards the brand’.
 
But he warned the retailer to keep it up: ‘Don’t save it all up for a big bang launch else it could easily be just another shopping site. Continue to engage and build the fanbase and mainstream media and traffic will follow.’
Shop Direct owns nine other brands including Littlewoods, Kays and Additions Direct.

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