Officeworks has launched its 2020 back-to-school campaign with an expanded school list service and a new online price comparison tool.

 

The retailer jumped out of the blocks this week by advising parents to be ‘back to school smart’ by letting the retailer do “all the hard work” for them ahead of the 2020 school year.

 
The new ‘Upload & Compare’ tool allows customers to compare the range and prices of items on their child’s booklist online.
 
The free ‘School List Service’ allows parents to upload their child’s booklist, build their own booklist online, use an existing list, or drop it off at their local store, before being delivered at a time convenient for them.
 
Officeworks general manager - marketing, Jess Richmond, said: “While January’s still a while off, we know that parents start receiving their child’s school booklists as early as September, and many like to get organised by shopping straight away. But our research tells us a lot of parents aren’t aware they don’t have to shop their booklist with their school’s usual supplier, many have a choice to save by coming to Officeworks.” 
 
The price comparison offer is supported by the company’s ‘Parents’ Price Promise’, which means if parents find a lower price on an identical stocked item on an official school list, Officeworks will beat it by 20 per cent. 
 
Starting this week, Officeworks’ above-the-line activity includes TV, radio, outdoor, digital and social media, and is complemented by a CRM program, search, PR, and influencer partnerships.

 

Trend to online purchases

 

According to data from The NPD Group, more American parents are purchasing pre-packaged school supply kits this year than in previous years, when the kits are made available to them.

 

NPD also found that the majority of parents are still purchasing their back-to-school supplies in-store; however, data shows that consumers are seeking out the convenience factor and moving more of their purchases online, inclusive of pure-play online retailers, traditional retailers, and those offering the pre-packaged kits.