Officeworks: Getting Schooled By School Kids
Summary
This case is set during the summer holidays of 2015. It is about something we're all familiar with, definitely as a child and also perhaps as a parent: the back to school shop. It demonstrates how an insight around the importance of school supplies in a child's mind, convinced parents to place more value on where they did their back to school shopping and what they bought for their children.
Huge pressure to succeed
Back to school (=BTS) is Officeworks' most important sales period of the year.iBut...