Australia Post launches office stationery website

Australia Post launches office stationery website

Australia Post is now in the Australian ecommerce market, offering a stationery supplies online at https://auspost.com.au/shop/.

We haven’t had a chance to review the site in detail as yet, but the new site looks like a rebranded version of the Office Max website as all products, categories and content pages are almost identical to those on the office max website.

There is no doubt that this makes Australia Post and Office Max a formidable partnership in the office supplies market. From a web design perspective, this is a good example of how rebranding can work in practice and how the same website can be repackaged for use in different contexts, without having to change the underlying strategy that much.

They have done the right things though in ensuring that there are separate phone numbers for shoppers wanting to ask questions – if you were shopping on Australia Post’s website it would be a bit confusing to ring them and have the phone answered by another company.

What does this mean for office supplies competitors?

Does this mean the end for other stationery providers in Australia? Of course not! By having an identical site to their partner Office Max, Australia Post and Office Max, whenever changes are made to one site they must be reflected in the other site as well. As the site uses a template based open-source shopping cart, that means the basics will be done for them by the cart, but every piece of content will need to be reviewed to ensure it makes sense and reflects each of the Office Max and Australia Post brands.  In the long run, it should lead to both sales for both businesses, but there’s certainly room for others to compete.

As with competing with any large, integrated organisation, the key for competition is to look for an opportunity to deliver something that their site does not.  The cart they are using has well published information about its limitations and many features common to other shopping carts require substantial programming and work to integrate. If you are competing with Australia Post do your research and look for your own niche. Pricing, service, offering, bundling, there are always plenty of options and ways to compete.

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