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We recently launched an e-commerce website and digital marketing campaign for OfficeMax Australia, which we think makes a really interesting case study. Historically, OfficeMax Australia has been known for their B2B and education supplies operations. The new web site marks their first entry into the consumer market, and in particular targets the SOHO (small office, home office) sector.

With the knowledge that SOHO’s are time-poor, the new site provides convenient and simple online ordering, with delivery to the customer’s door.

“We are thrilled to be onboard with OfficeMax Australia – and to expand the company from a B2B and education supplies company to one that also has a strong SOHO focus” said Stephen Lord, General Manager of Business Development & Marketing at Next Digital.

We selected Magento, a sophisticated B2C e-commerce platform, as the base technology for the site. Some of the time-saving features of the site include:

• The ability for shoppers to create lists of their favourite products
• Sophisticated search functionality
• The ability for shoppers to review, compare and share products with friends
• An online returns form for quick resolution
• The ability to add to cart multiple products at once by product code

“It’s extremely exciting for us, after 10 months of hard work, to now have a best in class website that makes shopping for office supplies fun and simple for SOHO users” said Hayley Young, Digital Marketing Manager Australasia at OfficeMax.

The Campaign Launch

To help create awareness of the OfficeMax brand amongst the consumer market, Next Digital created an interactive microsite – 90SecondOffice. The microsite went live on Monday August 16.

90SecondOffice challenges visitors to create their own ‘dream’ office in under 90 seconds. Users select their favourite furniture, office supplies and technology, with one player winning the entire contents of their office, to the value of $10,000.

“Most SOHO’s would love an office makeover. But they simply don’t have any spare time. So we created a game that they could play quickly, and then get back to work. We thought the investment of 90 seconds, with a potential reward of a $10,000 office makeover, wasn’t too much to ask” said Lord.

“The game provided a fun and interactive introduction to the brand for consumers, and subtly shows off their broad range of office products”.

The micro site was supported by advertising through channels such as BigPond, The Weather Channel, Google & Mamamia.

OfficeMax‘s Hayley Young said the company was extremely pleased with its partnership with Next Digital.

“Our brief to Next Digital was extremely complex. The brief – which included a microsite, website, e-commerce platform and digital marketing campaign, involved developing a complete understanding of our brand positioning, our business’s structure, our systems, processes and products as well as having a clear understanding of our strategic growth plans.”

“Next Digital has been easy to work with and has made a highly complex series of online initiatives simple. We’re very pleased with the level of interest in the microsite so far. It’s been wonderfully insightful to see the level of interest that the 90SecondOffice campaign has generated in the social media space.”

Visit OfficeMax ecommerce site

Visit 90SecondOffice