Did Woolworths has confirmed that it is axing its Big Red Book catalogue?
Goodbye, Big Red Book Woolworths has confirmed that it is axing its Big Red Book catalogue. Launched in 2006 with great fanfare, the Big Red Book was the general retailer’s “most ambitious marketing project,” said Stephen Robertson, Woolworths’ marketing director at the time. “It is over five times bigger than last year’s Christmas catalogue and a strong competitor to Argos and Tesco Direct.” But following a review of its multichannel performance this past summer, Woolworths has decided to discontinue the Big Red Book in favour of smaller catalogues, flyers and its online offering. The fifth and last edition of the Big Red Book hits stores this month and will play a part in the retailer’s Christmas 2008 marketing campaign. Steve Johnson, who joined Woolworths as chief executive on 1st September, told the City that the retailer is adopting a back-to-basics approach. The company’s half-year losses had widened from £64.3 million for 2007 to £90.8 million for the six months to 2nd August.
