Officeworks has moved to crank up their e-commerce operation in 2020 with the appointment of an external agency.

Reprise an IPG Mediabrand performance agency, has been appointed as Officeworks’ lead for its expanded e-commerce push.

The partnership will see Reprise working closely with Mediabrands agency Initiative, who is Officeworks’ national agency of record, in a bid to accelerate the office retailing giant’s e-commerce outreach.

Reprise will also be working across ‘Geeks2U’, which is a national on-site tech support provider acquired by Officeworks earlier this year.

The primary focus for Reprise will be initiating, planning and implementing acquisition strategies using paid search to drive traffic and sales.

Reprise will also connect with new audiences on behalf of Officeworks to better understand the changing customer needs and influence shopping behaviour and decision-making.

“We will be helping Officeworks and Geeks2U to connect with growth audiences through what makes the Officeworks’ and Geeks2U experience unique for them,” said Dr Grace Liu, Reprise Australia CEO.

“Reprise’s audience centricity allows us to design and deliver the exact shopping experience that different customer-sets expect as personalised communication – be it in-store or online, at the moment they want it.”

“Recognising that the Australian shopper is savvier than ever before, their expectations are also at an all-time high, which means we need to provide customers with seamless omni-channel experiences in the moment – whichever moment that may be.”

Reprise will base its new partnership with Officeworks out of its Melbourne office and will start work on the new account from January 2020.