Category Archives: Officemax

06 Feb 2009

Is gender a meaningful way to segment office products customers?

Raj Bhatt

OfficeMax is now targeting working women (aged 28-45) according to this Ad Age article (click here). They have launched a new ad campaign called ‘Life is Beautiful’ (click here), targeted squarely at women. OfficeMax is known for unusual promotions like it’s hugely popular three-year old Elf Yourself holiday promotion, which allows customers to convert themselves [...]

customers, office products, Officemax, segmentation