Officeworks is a chain of Australian office supplies stores operated under Wesfarmers. The company was established in the early 1990s by Coles Myer (which became Coles Group, now part of and owned by WA-based company Wesfarmers). Its head office is located in Bentleigh East, Melbourne. The store concept adopted by Officeworks was based on the US chain Office Depot.
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History
Formation to 2008
The first Officeworks store opened in the inner city suburb of Richmond in Melbourne on 16 June 1994.
Harris Technology, an IT retailer, was purchased by Coles Myer in 1999 and became a subsidiary of the larger office supplies retailer. Viking Australia (a subsidiary of Office Depot) was purchased by Coles Myer in December 2002 and was merged with Officeworks Direct to form Officeworks BusinessDirect, now referred to as Officeworks Business.
By late 2006 the business opened its 100th store in South Yarra, just kilometres from the first store in Richmond. Officeworks had 139 retail stores as at May 2011, with a presence in every Australian state and territory.
Following the purchase of Coles Group by Wesfarmers in November 2007, Officeworks and Harris Technology became part of Wesfarmers' Home Improvement and Office Supplies division.
Since 2008
Officeworks rebranded in 2008, revising its logo, uniforms, store department names, and slogan - "Lowest Prices Everyday". The revised branding positioned Officeworks as a low cost warehouse similar to that of its sister company Bunnings Warehouse. Officeworks also adopted the "Lowest Price Guarantee" similar to that found at Bunnings, where Officeworks will beat any competitor's price of an identical item by 5%. In 2011 Officeworks cut ties with paper supplier APRIL over claims that the paper supplier was illegally logging Indonesian forests.
Officeworks changed its slogan in August 2012 to "Big Ideas. Lowest prices". Under the new advertising campaign, commercials focussed on store prices being checked "twice daily", and slogans such as "we buy in bulk, so you get the lowest prices" were used. Officeworks "lowest price guarantee" still remains with a 5% discount offered if a lower price is found elsewhere. Officeworks also began offering free Wi-Fi access in all stores.
By 2016 Officeworks reached 158 stores in total.
Officeworks Photo Print Video
Business
Most Officeworks stores feature the following departments:
- Print & Copy (aka Copy Centre, formerly Printworks) - Provides services including printing, photocopying, laminating, custom promotional products, Photobooks, business cards, printed stationery, stamps and name badges
- Technology (aka Business Machines, formerly Techworks) - Computers, business machines, consumables and other electronic products.
- Furniture (formerly Furnitureworks) - Chairs, desks, workstations, filing cabinets, pedestals, lighting and other office furniture.
- Stationery - Pens, paper and other stationery needs.
Some stores formerly featured Inkworks, which provided ink and toner replacements and recycling. This is now part of Technology/Business Machines.
Officeworks Business is the internet and phone sales division of Officeworks, with its own warehouses. It stocks a larger range to retail stores on a delivery only basis, with a focus on day-to-day needs of medium to large businesses rather than small business and general consumers that shop in store.
3D Experience Centre
On 15 June 2015, the Russell Street store in Melbourne opened Officeworks' first 3D Experience centre with 3D printers and scanners for sale, as well as 3D printing and scanning services. Installed is a full body scanner where a customer can have a 'Mini Me' printed - a miniature figurine in full colour. The centre was launched with the #MiniMelb campaign, where 50 Melbourne icons were 3D printed and placed on display at a tram stop on Flinders Street. Officeworks has partnered with additive manufacturing company Keech3D to provide these products and services to customers.
Community Involvement
Officeworks has a number of local and national community programs. Officeworks also sponsors local community groups, sporting organisations and schools through donation of supplies. On a national level Officeworks is sponsor of the RSL.
In January each year customers can donate or purchase a stationery tag to aid The Smith Family's Back to School appeal. Officeworks also supports The Smith Family with its in store range of Yoobi branded products.
Each September Officeworks stores run a Wall of Hands initiative which supports the Australian Literacy and Numeracy Foundation who work to close the national indigenous literacy gap. Officeworks also conducts many customer interactive and internal activities for National Reconciliation Week including Welcome to Country ceremonies and colouring activities for children.
Source of the article : Wikipedia
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