Officeworks' new tagline precedes strong first-half financials

​Officeworks says new tagline and a wider channel strategy launched in February is about upping customer engagement

Officeworks says the debut of a new brand tagline and wider channel strategy are reinforcement of the company's efforts to better connect with its customers.

The launch came a week before the retailer reported strong first-half results to 31 December 2017, including a 9.7 per cent increase in revenue to $1.01 billion, and $68 million in earnings before income tax (EBIT). In a statement, Officeworks attributed the result to continued improvements in its core offerings, new and expanded product ranges, improvements to store designs, omni-channel capability expansion, trading during the strong back to school period, and a ‘relentless’ focus on customer service, range, and price.

A particular highlight on the omni-channel front is an integration with Google Assistant that allows consumers to engage with products and brand via voice-activated devices. The integration is across Google Home and Google Home Mini as well as compatible Android and iOS smartphones, and allows consumers to search product information on 35,000 SKUs, check product availability in-store, confirm store locations and trading hours via voice.

The fresh tagline ‘Make Bigger Things Happen’ was launched in February in conjunction with other marketing communications focused on Officeworks’ every channel services capability. Officeworks national marketing manager, Karl Winther, said its reinforces the brand’s positioning, sums up what the brand is about, and is the essence of what the brand is trying to communicate.

“‘Make Bigger Things Happen’ aims to engage with customers and help them better connect with the brand,” Winther told CMO. “This tagline has actually been part of our internal operations for a while. Make bigger things happen is a business strategy for us, we are just now also articulating it to our customers.

“Customer engagement is at the core of who we are. We aim to offer a seamless every channel experience, not only in store but also online so we give the customer a choice of how they’d like to shop, and this is what we’ve been aiming to do for the last five years."

Winther highlighted same-day delivery, free next-day delivery, free two-hour click and collect services and extended trading hours, as well as the revamped Price Beat Guarantee, as other examples of how Officeworks has been lifting its customer game. 

“Our teams have really been buoyed by this tagline launch because they live it every day. We don’t just offer pen, paper and technology, we really want to communicate with our customers that they can achieve what they want to achieve,” he said.

The new tagline is supported by TV, radio, outdoor, catalogue, press, magazine, direct marketing, digital advertising and in-store activity across the month of February.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

This is very educational content and written well for a change. It's nice to see that some people still understand how to write a quali...

mark Johnson

Digital advertising continues to dominate marketing budgets

Read more

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

Latest Podcast

More podcasts

Sign in