OfficeMax Puts Private Labels In Place

OfficeMax is increasing its emphasis on private label in 2010.The office supply chain last month rolled out new storage boxes under its [IN]Place System brand. Upfront table displays showcase the products, accompanied by counter signs proclaiming "A Storage Revolution." Circular features support. The introduction comes one month after OfficeMax added binders to the brand's portfolio. The table displays are situated under a "Good News, Great Deals!" ceiling banner tying into the "Good News" campaign that OfficeMax launched last month. Meanwhile, the chain is using the permanent endcaps for its Tul private-label line of desk accessories to demo two new brand extensions: a spring-powered stapler and a needle-point pen.Elsewhere, an endcap for the Divoga brand carries a spring-themed "Style's in Full Bloom" slogan to help showcase pastel-colored pens, scissors, journals and file folders. OfficeMax's "fashion-focused" brand, Divoga launched in September 2008. (See "OfficeMax Adds Style" in Related Articles.)The chain this month announced that it would expand furniture offerings under the Brenton Studio and Eastleigh store brands, which were introduced in late 2009. Circular features support."In 2010, we plan to continue to seek innovative opportunities to offer new private brands that meet our customers' evolving needs and help them do their best work," chief merchandising officer Ryan Vero said in a release.In other activity, OfficeMax's new "Work With Us" tagline, which first appeared on window posters and in circulars last month, is now being used in TV spots and on additional signage.Promotional ActivityThe "Good News" campaign has been pervasive throughout stores and circulars.The chain's Jan. 10 circular offered "Good News For Business" by featuring performance statistics from a co-owner of one company and the president of another. (See Image at right.) The feature invites business customers to share their own "good news" on a dedicated microsite. Currently undergoing enhancements, according to media reports, the microsite now offers a "Daily Deal" that also is promoted on upfront stanchion signs.The Jan. 31 circular carried a feature presenting, "Good News: Great Companies Have Started and Grown During Hard Times. Yours Can Too." Listed examples included Hyatt Corp., which "opened its first hotel during the Eisenhower recession"; Burger King, which "opened its first restaurant during a recession in 1957"; and HP, which "got its start at the end of the Great Depression."CircularsIn other recent activity, OfficeMax offered: 100% back in MaxPerks rewards on select purchases, including a 12-pack of Sanford Corp.'s Sharpie markers and a 10-ream case of private-label Boise paper. The features explained, "It's like getting one free." 50% back in rewards on the purchase of [In]Place binders, Sharpie markers or highlighters, and Sanford's Paper Mate pens. "Deals too good to miss," including two packs of Bic pens for $8 and sales on Fellowes document shredders. free product with select purchases under a "try something different" slogan. Examples included a free four-pack of Tul gel pens with purchase of pens from Pilot Pen Corp.; a free pack of OfficeMax-brand mailing labels with purchase of Avery Dennison Corp. labels; and a free 12-pack of 3M's Post-it notes with purchase of a Post-it Easel Pad. Visa gift cards of $10 to $50 with purchases of Brother printers and ink.In tax season activity, OfficeMax is offering: free Quickbooks Learning software with purchase of Intuit's Quickbooks Pro or Quickbooks Premier. savings on various software, including Sonic Solutions' Roxio Creator and Corel's WordPerfect Office, with purchase of H&R Block's H&R Block At Home or Intuit's TurboTax. $20 to $40 off Symantec's Norton anti-virus products with purchase of TurboTax or H&R Block At Home. a free Quickbooks Credit Card Processing Kit (valued at $39.99) with any store purchase. $10 in savings and a $10 store gift card with purchase of H&R Block At Home Deluxe or more expensive versions of the software. up to $30 off anti-virus and anti-spyware software from AVG Technologies' AVG with any tax-product purchase.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Target Outlines Next Era of Growth

Walmart’s Private-Label Portfolio Gets ‘Bettergoods’