Everything about Big W totally explained
Big W is the second-largest chain of discount department stores in Australia, with over 140 stores. It is a division of
Woolworths Limited, the largest retailer in Australia. Its main competitors are
Kmart and
Target, both owned by
Wesfarmers.
History
Woolworths Limited's original Woolworths variety stores carried a range of general merchandise. Later, the scope of these stores grew to include groceries, which then became their focus.
In the 1970s the company created two chains to separate these lines: Big W and
Woolworths supermarkets. This process was largely completed in 1989, although a few Woolworths Variety stores existed into the 1990s (such as the one in
Rundle Mall,
Adelaide).
Currently, Big W has over 140 stores with 25,000 employees and is growing rapidly. It plans to revamp more than half its stores and develop new stores. Stores are planned for
Geelong and
Doncaster, Victoria and
Joondalup and
Armadale, Western Australia and
Robina, Queensland.
In 2006, Woolworths along with Big W rolled out new
Retalix point of sale systems running on
IBM POS hardware with
LCD touchscreens throughout all its stores.
In October 2007, Woolworths announced a $1 billion makeover of Big W, including a new store format, logo and slogan. The first store with the new format is located in the
Rouse Hill Town Centre in
New South Wales, which first opened on
March 6,
2008. The new logo started appearing in advertisements, store dockets, and a redesigned Big W website on
October 24,
2007. The former tagline "We sell for less" was replaced with "Live big for less".
Business
One of Big W's key strategies is "everyday low prices". Thus, Big W never has storewide percentage-off days as Kmart does. Nevertheless, Big W still has a weekly catalogue advertising these "everyday low prices", which generally runs from Thursday to Wednesday (coinciding with the period of Kmart's weekly catalogue).
Many of the techniques used by Big W in promotions are nearly identical to the US chain
Wal-Mart, such as the in store "smiley face" and the "price rollback". Indeed, former Woolworths Chief Executive Officer and former Big W Managing Director,
Roger Corbett, has a mentor relationship with a former President of Wal-Mart, and has been appointed to the board of the American retailer.
Stores
Most Big W stores are located in suburban and regional locations. However, in recent years three stores have been opened in central business districts, at
Macarthur Central in
Brisbane (two levels),
QV in
Melbourne, and the
Canberra Centre in
City Centre,
Canberra.
Services
Services such as lay-by, parcel pick-up, home delivery, photo processing and price checkpoints are typical of most Australin discount department stores. Woolworths' Ezy-Banking Services are also available, while in South Australia, Big W trialled the provision of optometry services and has since added these services to some Queensland stores.
Sales
Big W has several major sales annually, most coinciding with sales held by its rivals Kmart and Target. The largest is the July Toy Sale, which is held to coincide with competitors such as Kmart (in 2007 held simultaneously) and Target's annual toy sale (held immediately after Big W and Kmart). A further toy sale is held in late September/early October.
Big W has two annual "stocktake sales", coinciding with other retailers' post Christmas and mid-year sales. Big W also has special events to bring in seasonal clothing ranges and new homewares. The launch of Christmas trading in early to mid-November also sees special offers and store centered marketing for example dress ups.
Further Information
Get more info on 'Big W'.
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