Interview: The Works CEO on the Strategy Behind Its Family-Focused Turnaround
In the competitive landscape of retail, businesses must continuously adapt to the evolving needs of their customers. The Works, a prominent value-focused retail chain in the UK, has recently made headlines for its strategic turnaround aimed at families. To gain insight into this new direction, Retail Gazette spoke with Gavin Peck, the CEO of The Works, who shared his vision for the company’s future, the importance of social media, and how the brand is catering to the whole family.
The Works has long been known for its wide array of products, including books, arts and crafts supplies, and toys. However, in recent years, the retailer faced challenges that prompted a reevaluation of its strategy. Peck acknowledges that the company needed a fresh approach to stay relevant in a market that increasingly prioritizes family-oriented offerings. “Our aim is to deliver value not just for individuals, but for families as a whole,” he explains. This family-focused turnaround is not just a slogan; it is a fundamental change in how The Works operates.
One of the critical components of this strategy is the development of products and experiences that resonate with families. Peck emphasizes the importance of understanding the preferences of parents and children alike. “We are committed to creating an engaging shopping environment where families can find affordable products that inspire creativity and learning,” he notes. For instance, The Works has expanded its range of educational toys and craft kits designed to stimulate children’s imaginations while providing parents with affordable options.
In addition to product diversification, The Works has ramped up its marketing efforts, particularly on social media platforms. With families increasingly turning to social media for inspiration and engagement, Peck recognizes the potential of these channels. “Social media allows us to connect with our customers on a more personal level,” he states. The Works has adopted a strategy that involves sharing user-generated content, hosting interactive challenges, and offering exclusive promotions to its online community. By building momentum on these platforms, The Works aims to create a sense of belonging among its customers.
The importance of community engagement cannot be overstated. Peck shares that The Works actively seeks feedback from its customers to ensure that its offerings meet the needs of families. This feedback loop has led to successful initiatives, such as themed product launches and family-oriented events in-store. “Listening to our customers has been invaluable,” he affirms. By integrating customer insights into the decision-making process, The Works has been able to foster loyalty and trust among its family-oriented clientele.
Moreover, Peck highlights the role of value in The Works’ strategy. In a time when many families are facing financial pressures, the retailer aims to offer products that are not only affordable but also high quality. “We believe that every family deserves access to creative and educational resources without breaking the bank,” he asserts. This commitment to value has resonated strongly with consumers, resulting in increased foot traffic and higher sales figures. By offering promotions and discounts tailored to families, The Works has positioned itself as a go-to destination for budget-conscious shoppers.
The Works’ family-focused turnaround also extends beyond its products and marketing strategies. Peck emphasizes the importance of creating a welcoming atmosphere within its stores. “We want families to feel comfortable and excited when they visit us,” he explains. This involves training staff to provide exceptional customer service and fostering a family-friendly environment. By prioritizing the shopping experience, The Works aims to create lasting memories for families, encouraging them to return time and again.
Looking to the future, Peck is optimistic about the trajectory of The Works. The brand’s commitment to innovation, community engagement, and value has the potential to solidify its position in the retail market. “We are just getting started,” he asserts. As families continue to seek affordable and enriching experiences, The Works is poised to meet their needs while building a stronger brand presence.
In conclusion, The Works’ family-focused turnaround illustrates the importance of adapting to consumer needs in an ever-changing marketplace. By prioritizing value, engaging with customers through social media, and fostering a welcoming in-store experience, The Works is carving out a niche for itself as a family-friendly retailer. Gavin Peck’s leadership and vision are pivotal in driving this strategy forward, ensuring that The Works remains a relevant and beloved destination for families across the UK.
family retail, customer engagement, social media strategy, family values, value shopping