Interview: The Works CEO on the Strategy Behind Its Family-Focused Turnaround
In the competitive landscape of retail, businesses must continuously adapt and evolve to meet the demands of their customers. The Works, a prominent UK-based retailer specializing in books, art supplies, and educational materials, is currently undergoing a significant transformation under the leadership of CEO Gavin Peck. Retail Gazette recently had the opportunity to discuss the company’s new strategy, its focus on family-oriented products, and how it is leveraging social media to build momentum.
Peck highlights that the primary goal of The Works’ strategy is to deliver value for the entire family. This approach not only enhances customer experience but also cultivates a loyal customer base. “Our mission is to make creativity and learning accessible for everyone, particularly families,” Peck explains. This family-centric focus aligns well with current consumer trends, where parents are increasingly seeking educational and engaging products for their children.
One of the key components of this strategy is the diversification of The Works’ product range. The company is expanding its offerings to include more family-friendly items, such as craft kits, puzzles, and interactive books. By doing so, The Works aims to become a one-stop shop for families looking for entertainment and educational resources. This shift is not just about broadening the product range but also about creating a unique shopping experience that resonates with consumers.
In addition to product diversification, Peck emphasizes the importance of building a robust online presence. The Works has been actively enhancing its social media strategy to engage with customers and create a community around its brand. “Social media is a powerful tool for us to connect with our audience, showcase our products, and highlight the value they bring to families,” he notes. The Works has seen significant growth in its online engagement, with campaigns that encourage families to share their creative projects and experiences using The Works’ products.
The impact of social media on retail cannot be overstated. According to a recent report by Statista, 73% of consumers say they have made a purchase based on social media content. The Works is capitalizing on this trend by creating visually appealing content that encourages user interaction. For example, the retailer has launched creative challenges on platforms like Instagram, inviting families to share their artistic endeavors, thus fostering a sense of community and encouraging customer loyalty.
Furthermore, Peck mentions that The Works is committed to providing value beyond just products. The retailer is focusing on delivering exceptional customer service and experiences in-store and online. “We want customers to feel valued and supported throughout their shopping journey,” he states. This commitment to customer experience is evident in the training programs implemented for staff members, ensuring they are knowledgeable and equipped to assist customers effectively.
The Works is also exploring partnerships with local schools and community organizations to promote educational initiatives. By collaborating with these entities, the retailer aims to reinforce its position as a community-focused brand that cares about the well-being of families. Peck believes that these partnerships will not only enhance The Works’ brand image but also drive foot traffic to stores as families seek out products and events that enrich their children’s learning experiences.
Financially, The Works has shown resilience in recent years, with Peck attributing this success to its strategic focus on family-oriented products and community engagement. The retailer reported a significant increase in revenue, driven by the successful launch of new product lines and enhanced customer engagement strategies. “Our financial performance reflects our commitment to providing value for families,” Peck asserts, underscoring the alignment between business objectives and customer needs.
Looking ahead, Peck is optimistic about the future of The Works. The company plans to continue expanding its product offerings and enhancing its online presence while maintaining a strong focus on community engagement. “We are excited about the potential to grow and better serve families across the UK,” he concludes.
In a retail environment characterized by constant change, The Works’ family-focused strategy positions the company well for sustainable growth. By prioritizing customer experience, leveraging social media, and fostering community partnerships, The Works is not just adapting to market demands but shaping the future of family-oriented retail.
retail, business, customer experience, family products, social media