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|Headquarters||Bella Vista, New South Wales, Australia|
|Number of locations||864 |
|Key people||Grant O'Brien, CEO, Tjeerd Jegen, Director - Australian Supermarkets and Petrol|
|Revenue||A$54.3 billion (2011)|
On 22 August 2008, Woolworths announced it was launching a new identity for all its supermarkets and plans to replace the Safeway brand in Victoria, in order to unite all of its supermarkets under one common brand 'Woolworths'.
The logo, which had been in use for 21 years, was replaced with a new brand image, designed by Hans Hulsbosch with a new green tinted icon representing the 'W' in Woolworths with the addition of a stylised leaf to suggest fresh produce. It is also reminiscent of a 1970s Woolworths logo. However, the company's slogan, "The Fresh Food People", which is known throughout Australia, remains as a key part of the new logo. The company introduced these changes in order to further distance itself from its major rival Coles Supermarkets, and to make its branding more modern, 'softer' and more likeable.
In October 2009, it was reported that Apple Inc. had lodged an objection to Woolworths' trademark application with the Australian Government's intellectual property agency IP Australia, claiming that the logo resembles its own. The reports said that Apple was concerned that Woolworths had applied for a blanket trademark for the design, so it could be placed on any product – even on electrical goods like computers and music players. Woolworths was not selling its own brand electrical goods then, but a spokeswoman for the company said that, "While we can't rule anything out, we haven't got any plans at the moment." Woolworths' rebranding program in its 802 Australian stores had been in progress barely over a year.
In June 2012, Woolworths began another multi-million dollar strategy to improve the supermarket's image and gain back lost market share. The iconic slogan was changed from "The Fresh food People", after 25 years, to "Australia's Fresh Food People" to emphasise the company's iconic history in Australia. Alongside the new slogan came the store's new jingle, an upbeat rendition of Betty Driver's "Monday, Tuesday, Wednesday (I Love You)" as well as a brand new advertising campaign and proposed improvements to existing supermarkets that will allow customers to see "behind the scenes" in the deli and bakery departments.
Since 1996 Woolworths has offered its customers a number of incentives for purchasing at their stores by subsidising petrol prices at Caltex Woolworths petrol stations and the now defunct Woolworths Plus Petrol. Discounts included 2-cent, 4-cent, 6-cent and in some regional areas 10-cent discounts on fuel when purchases over certain amounts were conducted. As of September 2009, the current offer is a 4 cent/L discount when transactions of over $30 are conducted in-store, with a further 4 cent discount available if customers spend another $5 or more on other items at the petrol site.
In September 2007, a trial began in central west New South Wales of Everyday Rewards, a Woolworths shopping card that automatically tracks supermarket purchases and stores fuel discount entitlements, thus eliminating the need for shoppers to retain paper coupons previously used for this purpose. In addition it allows Woolworths to record purchases made by customers to offer them relevant promotions and for studies in demographics and marketing, hence incentives for customers who register their details. This followed Woolworths announcement that is was planning to launch a general purpose credit card in 2008. Woolworths is expected to offer these credit cardholders reward vouchers redeemable throughout its store network. Woolworths subsequently announced that the Woolworths Everyday Money MasterCard would be launched on 26 August 2008 and allows customers to earn shopping cards redeemable at Woolworths group retailers.
In February 2008, Woolworths announced that following the NSW trial, its Everyday Rewards card would be rolled out nationally, beginning with South Australia and Northern Territory in mid-February, and to other states (excluding Tasmania) by the end of May 2008. During the NSW trial, 50,000 cards were issued to customers.
Woolworths stated in June 2008 that "well over a million" shoppers had taken a card and registered their details. In August 2008, Woolworths stated that there were 3.8 million cards "on issue", with 2.4 million cards "registered".
From June 2009, Everyday Rewards cardholders were able to earn Qantas Frequent Flyer points, by using their Everyday Rewards cards. Cardholders who had successfully linked their Frequent Flyer card to their registered Everyday Rewards card can earn one Frequent Flyer point for every dollar over $30 that they spent in store. In August 2009, Woolworths announced that there were 3.8 million cards "registered", of which 1.2 million were linked to a Qantas Frequent Flyer account.
The Frequent Shopper Club, or F$C, is a reward program for shopping in Woolworths stores in Tasmania. It was started by Purity Supermarkets in the early 1990s before it was sold to Woolworths in the 1990s. It is still in use today.
||This article needs additional citations for verification. (September 2007)|
|Wikimedia Commons has media related to: Woolworths Limited (Australia)|
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