Wilkinson trials new store format in Crawley, adopting 'Wilko' name and featuring multi-channel offer with click and collect service.
While the general merchandise retailer said it hopes the new approach, adopted across two-storey, 28,000 sq ft store will herald the next stage in the development of the Wilkinson brand, it insists the format is still a trial and "will be subject to rigorous appraisal before any elements are adopted across the rest of the estate".

New elements introduced as part of the trial include using the name 'Wilko' above the door, a new space model, which categorises the store by product groupings, such as 'everyday family living', 'functional home', 'decorative home leisure time' and 'event zone'. New-look POS and fixtures have been implemented, meanwhile there is also a greater importance given to visual merchandising throughout the store, says the retailer.

The biggest change is the introduction of a more multi-channel experience for customers, with services including an out of hours customer collection point.

The firm said: "Crawley is an exciting project. It's a new experimental store in which we plan to try some things that we believe will develop the brand. We have to continually drive our brand forward to offer our customers a truly extraordinary shopping experience."

Wilkinson reported a 21% increase in customers shopping online using its Wilkinsonplus site, with 23 million hits.