Officeworks: Ahead of the competitor curve

Officeworks recently reported record sales result of $1.57 billion in sales for the 12 months to June 30, 2014, a +4.7% increase on the previous year.

12% of those sales can be attributed to online sales.

In our view, Officeworks have long been ahead of the ‘big box’ competitor curve in terms of building its internal e-commerce and digital marketing capability. Six Degrees has partnered with the business over recent years to recruit key figures to the e-commerce team, so we know that the contribution to sales from their online channels has been edging towards 10% for years and they have been very committed to attracting the best digital talent from Australia and overseas to their ever growing in-house team.

The less than 1% contribution to sales from online of some of its key competitors who no doubt have invested far more in the channel make Officeworks a great example of a business that is reaping the benefits of their early commitment to truly ‘omni channel’ or as their MD Mark Ward refers to it an ‘every channel’ strategy.

Read more about Officeworks results in this article from Smart Company.

Suzie McInerney

Associate Director

Sales & Marketing

FMCG, Consumner Goods & Retail