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Friday, 05 August 2022 08:41

OfficeMax New Zealand sees better customer experience delivery with Seismic


Office supplier OfficeMax New Zealand has implemented Seismic Enablement Cloud, an enterprise-grade technology, to boost and yield better customer sales.

Seismic Enablement Cloud is now part of OfficeMax’s $1.5 million experiential retail spaces.

After months of working at home, businesses have been forced to re-think their physical office space for their post-pandemic workforce.

In fact, OfficeMax’s State of the Workplace research found that almost two-thirds of Kiwis (62%) who work in an office type environment feel that their job has a positive impact on their wellbeing, but their expectations of the physical workplace have changed.

The situation prompted OfficeMax to introduce showroom experiences in 2020 with a set-up that demonstrated the future of the workplace to business customers across technology, furniture, hygiene, café, and other categories.

Central to the showroom launch was Seismic Interactive Content to help transform the buyer experience.

The launch also enabled OfficeMax to capitalise on its investment by delivering digital assets and resources for its sales and marketing team.

“We’re far more than just stationery, but some of our customers are unaware of the full suite of categories we have to underpin work and learning – whether it’s packaging and safety supplies, or furniture and technology products for offices, schools and homes,” said OfficeMax marketing and customer director Evan Lawrey.

“It can be intimidating for our sales teams to retain knowledge on everything we offer, and we previously didn’t have an easily navigable content repository to store all information. That was a key challenge for us.”

OfficeMax leveraged Seismic to motivate employees to deliver more relevant content and guidance to inform customers’ purchasing decisions.

Teams can now create personalised presentations within five minutes of a customer’s request – and also run customers through an interactive microapp on a showroom touchscreen.

A survey of OfficeMax workers conducted pre-and post-Seismic reported a 31% increase in seller confidence when it comes to finding accurate content with 86% able to locate and use content easily.

Before Seismic, more than 44% of sellers were spending more than one day per week putting together content – such as customised product brochures – for customers.

After Seismic, this decreased to just 4% of sellers.

Seismic also allowed OfficeMax’s marketing team to cut down on time-consuming projects with the help of content and content automation technology underscored by analytics and insights.

“From a reporting perspective, we finally have the information to help the marketing team understand what we need to prioritise in terms of what we do and don’t do. It has eliminated the need for unnecessary collateral,” said Lawrey.

“This has evolved the relationship between our marketers and sales staff, who now work more collaboratively without facing bandwidth limitations.”

“Through its digital innovation, OfficeMax has not only transformed its showroom and e-commerce offerings, but empowered its workers to provide relevant, timely and tailored experiences to the customers that rely on the retailer’s products to keep them running,” said Seismic vice president Asia Pacific Heather Cook.

This first appeared in the subscription newsletter CommsWire on 4 August 2022.

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