such as the launch of our new brand, a new software program, improved web ordering and changes to membership levels.All of these initiatives have underpinned impressive growth in the business over recent years. Moreover, our strategic direction has placed us in an enviable position in the current market as we launch into the next phase of our development.

 

However, as in any competitive market, a business such as Office Choice must anticipate inevitable changes in the operating environment. General Manager Max Ritchie explains, “The market continues to evolve, with events such as the purchase of Corporate Express by Staples, changes in product mix and purchasing patterns to name a few. An organisation can only be successful with forward thinking members, Board and Management – we need a plan to move the group forward while we are still successful and at a peak. Therefore, we are analysing the optimal way ahead for the group, and looking at the tools that will be needed to add to the dealer’s bottom line and ensure success over the next 3-5 years.”

 

To address these challenges, Office Choice is relaunching its strategy. This year we’ve commenced Working Sub Groups (WSGs) in key areas for the group – Marketing, Membership, Purchasing, and IT. Instead of the Board of Directors and National Support Office solely determining the best way forward, several representative members are involved in each of the WSGs to ensure that our strategies will represent the members’ best interests and enhance their bottom line.

 

The WSGs are working through the important issues that the group faces, bringing in expertise and experience where required to develop and deliver the best strategy for the group.
Critical issues that are emerging include:

 

• Membership – training and development, recruiting (members), membership structure and benchmarking;
• Information Technology – web (architecture, innovation, data metrics, design), back office (Pronto), Intranet;
• Marketing – local & digital marketing, catalogues, rewards programs, flyer program;
• Purchasing – suppliers, warehousing, importing and new ranges.

Corrie Breemen of Logan Stationery and Business Equipment is part of the Marketing WSG. Corrie explained that the group was directly involved in formulating and introducing the Power Up marketing initiative that was launched at the AGM. “The Power Up campaign was totally embraced by members at the conference, and it was rewarding to see such passion and commitment, given it had taken the Marketing WSG so much time and effort to deliver.”

 

Corrie added, “The great thing about Office Choice as a group is that it genuinely encourages member involvement in all of the operations of the group. In our WSG, there are members from various sized outlets working together, so we ensure every type of member is properly represented. It’s fantastic to work with National Support Office and now I really appreciate and understand what they do.”
Max Ritchie elaborates, “Being able to maximise member involvement is something that we’ve been developing for several years now. It began with the establishment of the Membership Department that spent many months travelling the country visiting individual members and obtaining feedback. It has now moved to the next level, where we have members directly involved in strategy development alongside the Board and National Support Office.”

Greg Larkins, of Wangaratta Office Supplies, who participates in the Membership WSG, said that it was a very positive step to see National Support Office involving the membership in strategy. “These longer term issues are certainly not easy to address and need a lot of thought and discussion, but the WSGs are definitely the way to tackle the challenges.”

“I think it’s also a great opportunity to identify gaps in the organisation,” Greg continues. “In fact, we have raised the possibility of early implementation of some of the projects (eg training). Of course, we need to cost and budget these, but there are some ideas that could be initiated earlier than we thought.”

 

“The WSGs are vital in that they will ensure the group’s continued success,” Max concludes. “We won’t rest on our laurels now that the group is succeeding in key areas, and we will ensure that Office Choice continues on its strong growth path.”