The Woolworths Effect

You are likely missing out on revenue by ignoring the foot traffic generated by the anchor shop next door. Use the Woolworths Effect to turn someone else's marketing budget into your own advantage.
After years in retail, one truth remains constant: anchor stores aren't just tenants; they're gravitational centres. Anchor stores are the "magnets" of a retail ecosystem. Anchor stores typically generate 55-75% of gross leasable area footfall in modern retail centres
Key Takeaways
- Anchor stores are the major traffic drivers in your shopping centre.
- The Woolworths Effect provides highly predictable footfall.
- Point-of-sale reporting reveals the effect.
- Complementary merchandise often captures passing shoppers.
- Seasonal planning helps.
What Is the Woolworths Effect?
The Woolworths Effect is the sales boost a retailer experiences when an anchor store attracts more shoppers to the shopping centre. It's a piggyback effect. It delivers customers who are already in a buying mood directly to you, increasing your retail revenue without expensive advertising. *For example, a retailer might spend millions on television ads, so bringing many passing shoppers past your shop. Just a tiny fraction of these passing shoppers can significantly boost your profits.
You monitor their business closely by tracking their promotional calendars and recording exactly when the crowds arrive. Often, you must step outside your own shop and observe what the big store is heavily promoting to the general public.
Your POS System can often show the Woolworth's Effect by clearly showing how your sales change during these promotions.
How Do You Mirror or Complement Supermarket Offers?
Now, when you see such a promotion, try to complement their offers by selling these or related items. Ask yourself what people are coming into that shop for, and what you could sell those same people as well on that shopping mission. For example, if the anchor is pushing cheap back-to-school pencil sets, you must feature higher-quality school diaries and study guides.
Often, a good idea is that instead of competing directly, match their campaigns with smart complementary offers:
- When they sell cheap pencil sets, you feature premium diaries and study guides to help kids get ready for class.
- When they sell discount boxed chocolates, you feature high-quality greeting cards and books for a quick Mother's Day gift.
- When they sell bulk party food and drinks, you feature helium balloons and premium gift wrap for weekend family gatherings.
- **Look at your POS System as it is showing what is selling now well in this promotion.
What Are Your Next Steps?
Your next step is to set up a small in-store display tied perfectly to the anchor's campaign. Try it for just a week or two. For example, place a premium BBQ accessories table at the front of your store when the supermarket pushes summer meats.
Your POS System will show you if it actually worked.
If it did, document this promotion in your diary for next year, as most anchors repeat promotions the following year. Then you can be prepared next year.
Conclusion
The Woolworths Effect proves you can quickly turn your biggest competitor into a source of free foot traffic.
Written by:

Bernard Zimmermann is the founding director of POS Solutions, a leading point-of-sale system company with 45 years of industry experience, now retired and seeking new opportunities. He consults with various organisations, from small businesses to large retailers and government institutions. Bernard is passionate about helping companies optimise their operations through innovative POS technology and enabling seamless customer experiences through effective software solutions.










