A large portion of the industrial operations instantly ceased during the COVID-19 period beginning in March 2020. Beginning in March, authorities moved colleges and institutions online.
Since many individuals stayed at home, the market for art materials expanded while orders for stationery and office goods remained historically low. The pandemic resulted in a 35% decline in overall sales for several brands.
But in 2022, the “Back-To-School” season resulted in an increase in sales of stationery and school supplies in Kuwait. Brands are seen running “Back-To-School” offers and marketing campaigns to further bring in customers. The article highlights how businesses can approach the industry to move forward in the future with sales now returning to normal.
2022: Key Developments Stationery and School Supplies in Kuwait
The Back-to-School season has significantly pushed buyers into the stationery and school supplies market. Since the economy has opened up, the supply chain is solid, and there is still a need for stationery products for both personal and professional usage, offline sales are continuously increasing year over year.
Every major location in Kuwait has a small local bookstore, making it convenient for residents to go there for quick printing tasks or purchasing of necessities like pens, pencils, paper, cardboard, notepads, and other office supplies. Customers go to well-known brands like Jarir, Al Sanafer, and others for specialty branded goods, premium items or bigger office supplies such as printers.
Because individuals are unsure about brands and further prefer not to purchase from a website or app, online sales of stationery products for office use are still relatively low. People still like doing their shopping in person, where they can feel various brands, get product information from salespeople, and more.
Jarir maintains a strong market position in Kuwait and expanded its sales channels by introducing an online ordering experience for customers for the first time. Poixel anticipates that people would continue to purchase offline. Online orders for personal use will slightly increase.
The stationery and school supplies market in Kuwait has been growing steadily over the past few years. This is due to the increase in demand for these products as well as their increasing affordability, which has led to an increase in consumer spending.
According to a Poixel analysis, 27% of stationery purchases are made for school or college purposes, while 30% are made for personal use. Pens, markers, paper, sticky notes, desk accessories, and office supplies are the most popular stationery goods.
Customers who want office supplies often make one monthly purchase since the present stock is ready to run out. Sales of school supplies are, however, influenced by the time of year. The “Back-To-School” season sees a spike in consumer spending, compared to other months when it is often normal, and gets lower during the summer holidays
Offline & Online Purchasing
Nearly half of the respondents don’t buy stationery items online, which means the online industry for stationery and office supplies has a small consumer base. The same is true for those who live in Kuwait who are Arab, Western, or Eastern.
Since people like to buy in person, compare brands and prices, and make rapid purchases, online sales are somewhat constrained. However, art supplies do experience decent online sales.
While some customers are unimpressed with the selection of products offered in bookstores, others are happy with it.
38% of customers say they are happy with the customer service at their neighborhood shops, demonstrating that staff members are somewhat competent, alluding to the fact that they do need training and product education to be able to provide value to customers.
Brand Loyalty of Market players
Jarir, Al Sanafer, Mogahwi, Arts and Craft, Al Bader Stationery, and Atlas Stationery are the major market participants in the stationery and art sectors.
Brand loyalty is an essential pillar of a strong brand strategy. Through our focus group, Poixel examined the behavior of devoted customers. 31% had been going to their preferred stores for more than one to three years.
We examined their preferences to spot needed improvements in the sector. For instance, 64% of consumers are pleased with the caliber of the goods available at retail establishments.
51%, however, disapprove of the present pricing being provided. In addition, 24% are unhappy with the placement of the stores. In order to succeed, brands must offer high-quality goods at reasonable prices.
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