Woolworths' new owners, Shop Direct Group, are using Twitter and a company blog to communicate with consumers as part of the plan to relaunch Woolies as an online-only retailer.
The move comes in reaction to the accusations that the brand was out-of-touch when it went into administration last November, and is also in response to the younger demographic that shops online.
The well documented demise of Woolworths' stirred up huge amounts of affection for the brand, and by the end of last year the ‘Save Woolworths' group on Facebook had more than 23,000 members.
Woolworths have adopted a light-hearted tone to their communications and have decided that social networking and social media engagement are the most effective way to promote the brand, communicate with customers, and receive feedback.
Last week Woolworths used Twitter to test demand for its famously diverse product offering by asking Twitterers to list their top five Woolworths' products, no doubt with a little nostalgia stirring in mind.
The blog covers topics from what pick'n'mix sweets you'd take to a desert island, to making browsing online safer for kids, and has already received hundreds of comments from consumers.
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