How Officeworks generates sales of $3.3 billion
MD Sarah Hunter reveals the power of data and analytics.
Officeworks’ latest reported increase in annual sales to more than $3.3 billion can largely be attributed to the retailer’s use of data and analytics to optimise revenue from its customer base.
According to IT News, Officeworks - over the past two years - has added millions of individual customer profiles to its customer data and analytics platform.
Speaking at last month’s 2023 Melbourne Business Analytic Conference, Officeworks managing director Sarah Hunter (pictured) said that investments in data and analytics assets had helped improve its net promoter score (NPS) and increased in-store and online sales.
“The data and insights have added hundreds of millions of dollars in revenue to our business…helped generate more than $400 million in sales through social channels alone in the last year,” she said.
Hunter also revealed:
- Officeworks has not increased its marketing budget for four years but has “repurposed it".
- Officeworks has more than 4.5 million known marketable customers with consent.
- Nine million individual Australians shopped in Officeworks stores over the last 12 months.”
- Officeworks has 800 people in its support centre supporting its teams, and of those 800 people more than 500 of them are working somewhere in data, digital, technology, insights and digital marketing.
- In the last year, Officeworks’ website made over a billion dollars in sales - it’s the ‘biggest‘ store.
- Officeworks deploys scraping technology to drive its flagship “price-beat guarantee” from being reactive to proactive.
- Ninety-four per cent of Officeworks customers start their ‘journey’ by shopping online or on a mobile phone.
Date Published:
13 September 2023