Officeworks has released a new campaign including a price based pitch in their latest TVC. Check it out.
My experience is that newsagents often beat Officeworks on price. Rather than being genuinely competitive, Officeworks says we’ll beat anyone else on price and reward you if we don’t.
This is a cynical campaign in my view. People will think that Officeworks is cheaper (because of the guarantee) and therefore shop with them rather than actually price comparing – and discovering that they are not as cheap as they say.
Local newsagents in Australia continue to offer stationery and competitive prices. The big difference between newsagents and Officeworks is that newsagents can’t compete when it comes to advertising. Their investment is in hard work supporting the local community.
They are also changing their catalogues to tie in with their tv ads. There are full pages in their printed catalogue with images from their tv ads. Their new catalogues also represent a cleaner image with a lot less clutter and fewer products being promoted. This also relates to a rationalisation of their ranges inside their stores too. They will now (hope) to be in stock all the time, but not have the whole range available to the general industry.