It’s the retail story that’s been running and running over the last two weeks, as British high-street retailer Wilko announced that it was going into administration, nearly 93 years after it opened its first store.
While the news came as a surprise to shoppers across the UK, the retail giant’s downfall didn’t come out of the blue; signs of financial struggle had been clearly visible to those in the industry for some time.
But what was less visible were Wilko’s marketing efforts to turn its ailing fortunes around.
The retailer’s recent marketing output has been sparse, with campaigns proving few and far between. Even last year’s Christmas spot (remember it? No, neither did we…) failed to garner substantial attention.
Marketing Beat took a look at how much marketing – or lack of it – contributed to Wilko’s downfall?
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