Officeworks acquires Geeks2U in services push

Home and office supplies business Officeworks expanded the scope of its services offer with the acquisition of technology solutions business Geeks2U last week.

The brand will continue to operate independently for the foreseeable future, though will be integrated into Officeworks’ store network and website over time, creating a “one stop shop” for the technology needs of Officeworks customers.

Geeks2U enables customers to book an independent IT technician to come to their home or business to solve issues with computers, tablets, phones, televisions, internet, email, data backup and recovery and other tech problems.

The acquisition, announced on Friday, March 1, complements Officeworks’ existing IT service offering, which enables businesses to pay a monthly fee to have technicians offer remote support, software, cloud storage and installation of new technology.

“If customers have a tech problem, they can call Geeks2U or request a call-back,” Officeworks managing director Sarah Hunter told IR.

“Someone from Geeks2U will discuss their needs and provide a quote, before booking in a specific appointment time and organising an expert technician.”

According to Hunter, the service covers everything from setting up a wireless home network, installing hardware or software, to repairing operating systems.

The computer repair service , which will continue to be headed up by founders David and Michael Hancock, was launched in 2005 in Sydney before expanding nationwide – serving over 300,000 customers.

“We’re thrilled to be working with Officeworks, who will be able to provide the support and scale of a successful national business that’s been around for 25 years,” David Hancock said.

KPMG nation leader of consumer and retail Trent Duvall told IR that technology remains a ‘dark art’ for many consumers, and that through understanding this Officeworks could offer solutions which may lead to increased sales down the line.

“By removing the confusion many shoppers face due to the myriad tech solutions on offer, and simplifying a consumers understanding of what tech they need and why, it is very likely that they will buy more and be a return shopper,” Duvall said.

“Moving into a known model like Geeks2U would seem a smart retail strategy to drive Officeworks sales of home technology products and solutions.”

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