A centralised digital strategy for 100+ locations.

Office National is Australia's largest independent distributor of office supplies, with over 100 stores. Their challenge was fragmentation. Individual store owners were running their own marketing: brochures, newspaper ads, local sponsorships. No unified digital strategy. The website had technical issues. Shopping campaigns were too broad. SEO was disjointed.

Many of the store owners were traditional operators. Digital was unfamiliar territory. So the challenge was twofold: build a centralised strategy that works, and bring people along so they understand and trust what digital can do for their businesses locally.

We built a unified digital marketing programme that all stores contributed to and benefited from. Shopping campaigns, product feed optimisation, organic search, and Google Maps for over 100 locations. We analysed sales data, search trends, and seasonal patterns to shape what got promoted and when.

And we spent time educating store owners on what the data was telling us, helping a traditionally offline network make the shift to measurable marketing.

Revenue from paid search grew 76%. Transactions up 60%. Conversion rates improved 38%. Organic traffic grew 45%. Every store got access to professional digital marketing at a fraction of what it would cost individually.