Is Bigger, Better? Officeworks Talks Omnichannel Strategy

Natasha Sholl By Natasha Sholl | 08 Apr 2019

Officeworks talks to Power Retail about its newest store, what this means for its e-commerce capabilities, and how fulfilment is at the forefront of its strategy

Last month, Officeworks opened its new Mentone store, which is four times the size of any average store in its network. The store is part of its ‘every channel strategy’, acting as another fulfilment centre and adding to its delivery capabilities by offering faster, more compelling and convenient options.

At 6500 sqm,  Officeworks Managing Director, Sarah Hunter says that Officeworks Mentone is not only the biggest store in the network, but also the “biggest office supplies store in the world”.

“We’ve built our success on providing a convenient shopping experience across physical locations and online,” Hunter tells Power Retail. “Officeworks continues to deliver sales growth both online and in store so our focus by keeping our offer relevant and convenient for the customer. It’s not about the format or channel, it’s about focusing on the customer and what they need and want.”

The new store expands Officeworks’ same day delivery capability as it can now offer customers in outer-eastern suburbs same day delivery for the first time ever. “It also means customers on the Mornington Peninsula now have access to three times the range for same day delivery,” explains Hunter. “In store, customers will have the opportunity to see a new side of Officeworks, being able to experience and interact with the largest range of products and services available in the network.

Officeworks tells us that over the past three weeks, the Mentone store has fulfilled nearly 100 same-day orders to south-eastern suburbs alone, hundreds of Click & Collect orders and has shipped nearly 2000 orders nationally.

While it appears that Officeworks’ exponential growth is a sign that the retailer hasn’t faced the same hurdles as others in the industry, this isn’t the case. Instead, it’s focusing on its ‘every channel’ strategy and giving consumers what they want (and need). “The retail environment has been challenging over a period of time, but our focus continues to be centred around helping customers make bigger things happen with a compelling offer, making a wide range of products available at low prices and delivering great service,” Hunter says.

With threats coming from all sides (international retailers, increased marketplace competition, fulfilment offerings expanding all round…) Officeworks’ increasing its footprint, in-store offerings as well as online, is sending quite the statement.

“Officeworks has been operating for almost 25 years in a competitive landscape. Over this time, we’ve evolved to meet our customer’s needs,” Hunter tells us. “If we stick to our knitting and listen to our customers, we’ll continue to be a successful business.”

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