Officeworks saw its biggest End of Financial Year (EOFY) sales period in 2020. This was largely driven by the increased need for home-office setups due to COVID-19 restrictions. A year later and 15 months into the pandemic, Officeworks were anticipating a YoY decline in sales, but took on the challenge of resurrecting as much of EOFY 2020's one-off demand as possible. As an Every-Day-Low-Price retailer, they couldn't compete with the 'shouty' deals that dominated the period. Instead, they delivered a Brand Response approach to EOFY that increased sales to business owners.1
Ensure that the data...