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Officeworks’ New Partnership to Bolster E-Commerce Growth

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By Published On: December 11, 20190 Comments

Officeworks has appointed IPG Mediabrands' agency, Reprise, to help garner further growth in its e-commerce category for 2020. The agency will work in a partnership with Initiative, who has retained the Officeworks account since 2008. 

The Officeworks e-commerce platform is home to 40,000 products, along with 166 retail stores. The partnership with Reprise and Initiative will initiate, plan and implement acquisition strategies using paid search to drive incremental traffic and sales. Furthermore, the new goals include understanding Officeworks’ changing customer behaviour and needs, as well as ‘influencing’ shopper behaviour.

According to Officeworks, the new partnership sees Reprise working across Geeks2U, who is a national on-site tech support provider that was acquired by Officeworks earlier in 2019.

Reprise will focus on developing strategies to help seamlessly integrate the services of Geeks2U and Officeworks while enhancing the Geeks2U brand and generating new business leads.

“We will be helping Officeworks and Geeks2U to connect with growth audiences through what makes the Officeworks’ and Geeks2U experience unique for them,” explained Dr Grace Liu, CEO of Reprise Australia, in a statement.

“Reprise’s audience centricity allows us to design and deliver the exact shopping experience that different customer-sets expect as personalised communication, be it instore or online, at the moment they want it. Recognising that the Australian shopper is savvier than ever before, their expectations are also at an all-time high. This means we need to provide customers with seamless omnichannel experiences in the moment… whichever moment that may be.”

“We placed the Officeworks and Geeks2U customer at the heart of our approach to win this review,” said Bryan Dignam, client director at Reprise. “To be working across such a successful and digitally-advanced Australian retailer is really exciting and I can’t wait to begin this new partnership in the new year.”

Officeworks offers a strong advantage in its e-commerce holdings, currently sitting at #15 of the Power Retail Retail Performance Rankings, which is Australia’s definitive online retailer ranking scorecard. The Officeworks project with Reprise and Initiative will begin in January 2020.

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