Ambitious goals

“Ireland, with more than 1.4 million households, is a prime DIY market,” declared Ray Colman, CEO, when he addressed members of the Worldwide DIY Council in Chicago on 17 April. The country’s market volume amounts to € 1.2 bn, and 80 per cent of Irish families either own their homes or are purchasing them. Woodie’s DIY intends to take advantage of this potential and is planning to double its business.
The chain’s Mr. Woodie advertising symbol has now been joined by Mrs. Woodie.
Walkinstown is where the company opened its first store in the year 1987, and this spring saw the inauguration of its 17 th outlet. Two more stores are to open this year, and five new openings are planned for 2005. Stores range up to 5 000 m² in size, though a number are around 3 000 m². Ray Colman explained that the government has put a cap on store sizes, so they will be limited to 6 000 m² for several more years.
Woodie’s offers an inventory of 30 000 skus, including housewares and decorative items to appeal to women. Its female customer count has doubled over the last few years, which is also reflected in the turnover. The largest part goes to decorating at 29 per cent, followed by gardening (27 per cent), DIY (22 per cent), home and housewares (13 per cent) and building materials (9 per cent).
Woodie’s DIY currently operates 17 DIY stores in Ireland.
To bring in more female customers the inventory includes picture frames, decorative items, housewares and a big Christmas decorative section in season. Clinics are also run for women where they are taught to decorate, be a DIYer, improve their yards and gardens, etc.
There are special offers for other target groups, such as the “Over 60s” day: senior citizens earn an extra ten per cent discount if they go shopping on Thursdays.
Promotionally, Woodie’s is strong and consistent. It publishes its own stylish magazine twice a year, and issues sales circulars each month. In addition, it advertises on television, uses radio and sponsors sporting events. It set up an internet shopping site in February 2001 and has engaged in telephone sales since May 2002.
Furniture and housewares are included to make the stores appeal more to women.
Its Mr Woodie symbol is used for advertising and, in a huge inflatable version, gives the chain identity at charitable, civic and sporting events. Mr Woodie has now been joined by Mrs Woodie.
The company recently installed a new, upgraded POS system, Ray Colman reported, and spends a lot of time and effort on…