For a long time before its multi-million dollar rebrand in 2013, Warehouse Stationery was slowly changing the face of its business. No longer just a place to go with your kids to load up on stationery before the school term or print off the odd document, it was also becoming a place for consumers to purchase the latest smartphones, laptops and tablets from all the major brands.
And while the company has kept its name, its refreshed logo (by creative agency .99) has made sure this growth in service is made obvious, incorporating the words “work, study, create, connect”.
In continuation of this theme, the company has released a new TVC, again using agency .99 with an emphasis entirely on the technological side of the business. The ad boasts that customers need look no further than the Warehouse Stationery for everything they need to connect: “If it boots up, displays, plays, clicks, saves, prints, shares, stores, downloads, uploads, ‘likes’, ‘Tweets’, accessorises and powers down”, then customers will find it at the Warehouse Stationery.
The ad also places an emphasis on the quality of service, with “trusted commission free advice” and “after-sales service”, something people might not have previously associated with the company.
“We always strive to put our customers first and the changes are founded on what customers have told us they want from us in the future. It provides a platform for continuing the growth of the business,”said Warehouse Stationery chief executive Pejman Okhovat at the time of the company’s rebrand.
Okhovat said the company’s investment in its team members, including extensive training and the recently announced career retailer wage, meant customers could rely upon quality, independent advice.
“Our team members are not paid commission to sell a particular product or a brand and this means that they can focus entirely on what the customer wants and needs, without the temptation to put personal commission and incentives first … All this adds up to an exciting improvement for customers.”
Similarly Noel Leeming, which has also rebranded, refreshing its logo and overall look of its campaigns with FCB in September 2014, has also placed a focus on its support service to customers with FCB’s head of planning David Thomason telling StopPress last year that Noel Leeming has introduced Tech Solutions and Open Learning centres, a pair of educational services that help customers make better use of products that they have purchased from the stores.
According to Grafton, Tech Solutions is a service that assists customers in connecting and setting up their devices, while the Open Learning service functions as a class that customers can join with the aim of learning more about using a new purchase.
“The primary thing is that you choose to go to Noel Leeming in the first place because the experience goes beyond that transaction,” says Thomason. “So the big picture from Noel Leeming’s point of view is that it’s seen as a complete service and not just a sell … They don’t just send you out of the store in the box.”