3M REPORT: Workplace of the future

As employees return to the workplace, many office managers are considering reconfiguring the office floor, and this provides new selling opportunities for dealers.

Hybrid working is set to become the ‘new normal’ for many previously office-based employees, even as workplaces are increasingly opening up, which means that office spaces will need to change as they will be used in different ways compared to the past.

“Employees aren’t going to go into the office just to sit at a desk and answer their emails anymore, they will go for a purpose – such as to collaborate with colleagues,” says Simon Williams, North Europe shopper marketing lead – office, education and e-commerce channels at 3M.

Simon adds that for periods where employees can work solo, they will most likely do that at home, as they won’t need to be in the office for it.

However, for when employees are in the office, such as for face-to-face collaboration or brainstorming sessions, the office environment needs to be optimised for that. “For instance, there can be breakout areas, floor-to-ceiling whiteboards and more space for people to socially distance but still work together on projects,” says Simon.

“Then there is this hybrid middle ground. For example, you might be in the office but still need to do video calls with customers or colleagues who aren’t in the office so you need space where you can have a quiet call away from others, so we will probably need more meeting spaces for one.

“With hybrid, it is more likely you will be in team meetings where some of you are physically in the meeting, and some are remote. Employers will need to be careful to have a set up that enables everyone to be on an even footing and the people who are dialling in don’t feel remote and disadvantaged.”

DEALER OPPORTUNITIES

With much thought needed to go into what offices need to look like going forward, it means there are many opportunities for the dealer community, Simon adds. “Now everyone now has two desks, so there are two places to sell stationery into or ergonomic equipment, for example,” he says. “For dealers selling into companies with lots of homeworkers there is stationery, desks, chairs and, in the summer, there are additional items that can be sold such as fans and drinks fridges.

“There are also a lot of opportunities for dealers selling into offices as every office manager will be thinking about whether the office location needs to change or it the set-up in the office needs to change. “Because every time you change something there is an opportunity to sell,” says Simon.

He recommends dealers spark conversations with customers about these considerations, using a variety of questions.

“I think of it as a funnel,” he says. “How many employees have you got? What is the main place they work? Are you planning to bring people back? if so, how many days a week, will they be on a rota system or all coming in at one time? Are you moving offices? Are you downsizing offices? Have you thought of changing the environment to spark collaboration?

“Depending on the answers you can go down different routes. I would always encourage people to start wide and get a feel for how they are working. For example, if someone says ‘100% of employees are working from home’ it isn’t the end of the question, a different angle can be taken; it might be how do you ensure they have enough office supplies? What is the route for them to reorder when they have run out? Do they go back to you or order themselves?”

INCENTIVES

Simon adds there are other ways dealers can encourage purchases, especially homeworkers, such as using product samples, which 3M can offer access to.

“If you can get samples into someone’s home through the letterbox that is really powerful,” he explains. “Samples sent to the office tended to go into the post room and might never reach the people you’re targeting. But if you are going straight to someone’s house that is powerful and they are much more likely to use it as a result.”

Simon adds that dealers should also focus on price off promotions rather than multibuys. “The homeworker probably doesn’t need the volume of product you perhaps sold to an office in the past. So rather than a ‘3-for-2’ consider a third off – it is the same value, but more acceptable to the homeworker.”

To address these opportunities, 3M has compiled a campaign and dealer toolkit called Reimagine the Workplace to give dealers tools such as brochures, email templates, banners and social media content that they can use with their end users around this topic. Please reach out to swilliams6@ mmm.com at 3M for more details.