Wickes in the UK opened its first store in 1972 in Whitefield, Manchester selling DIY products to the trade. The company discovered that stocking their own-brand products gave them a competitive advantage in the builders’ merchant market, enabling them to offer quality products at consistently low prices. Wickes are well known in the industry for producing quality and well-performing products. Their advertising campaigns focus mainly on building trust in the products, checking that each one is up to the job and can be relied upon by their customers.
The company also takes pride in being an innovative multi-channel retailer. Customers can purchase products in-store, or from their mobile phones and laptops whilst getting DIY help & advice from the free “Good Idea” leaflets or by viewing the “How-to” videos online. It is this innovation and technology that Wickes wanted Cestrian’s help with; to incorporate it into their point of sale (PoS).