Officeworks: Turning tax time into payback time for Officeworks

Australian retailer Officeworks ran the 'This Tax Time, It's Payback Time' campaign to drive sales among small business owners and work-from-home employees during the end of financial year (EOFY) period in 2021.

Executive Summary

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

Campaign period:

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