| Unit Code | MCX005 | Total Weight | 30% |
| Unit Name | Accounting Systems and Processes | Total Marks | 30/100 |
| Assessment Number | 2 | Due Week | 8 |
| Assessment Name | Individual Observation Report | Due Date (Please note relevant time-zone) | Sunday, 20 March 2026, 11:59pm (AEDT) |
| Assessment Type | Single submission | Word Count/Length (+/- 10%) | Report: 1800 words |
| File type: | Word, PPT | Rubric | Available in Moodle |
| 1. Assessment Task: |
You will analyse an Australian retailer's marketing effectiveness by experiencing their brand as a real customer. This hands-on assessment requires you to visit stores, make a purchase, engage with their digital platforms, and document your personal customer journey experience.
Key Requirement: You must personally experience the brand through actual visits, purchases, and interactions - this cannot be completed through online research alone.
| 2. Assessment Instructions: |
Choose ONE retailer from the list below. All have accessible locations in major Australian cities:
Harvey Norman – Electronics and appliances retail chain.
The Good Guys – Consumer electronics and home appliances retailer.
Sportsgirl – Youth-focused fashion retailer.
Witchery – Mid-market fashion.
Top Juice – Juice and smoothie bars.
Priceline Pharmacy – National health and beauty/pharmacy chain.
Mitre 10 – Hardware/home improvement chain.
Big W – Discount department store (Woolworths Group).
Coles Express / EG Ampol – Fuel and convenience-store.
Subway – International fast-food sandwich chain.
Domino's Pizza – Quick-service pizza.
Officeworks – Big-box office supplies and tech accessory.
Target – Discount department store covering apparel, homewares and general merchandise.
Email your lecturer to confirm your selection by Week 4
You are required to visit 2 store locations (for minimum 30 minutes) and make an actual purchase (minimum $10 value - keep receipt).
While in the store you are to observe and document store environment, customer service, checkout process plus take 6-8 photographs of marketing displays, signage, layout (where permitted).
You need to visit the company website and browse for 20 minutes minimum and follow on at least 1 social media platform (Instagram, Facebook, or TikTok) for 2 weeks and document your observations with screenshots (6-8 examples) of their digital marketing content.
You need to actually test customer service via website chat, email, or phone (ask one genuine question) and document your findings.
Using the Buyer Behaviour model (from week 2) map your complete experience from awareness through post-purchase. At each touchpoint record your emotional responses and document any follow-up communications you receive after purchase.
Brief overview of your chosen retailer and methodology noting your key findings from your personal customer experience and one main recommendation that could be the center of your assessment 3.
Store Environment & Marketing:
This section should describe what you observed on your visits in relation to store layout, visual merchandising, store atmosphere, in-store marketing materials and promotional displays. Compare and contrast any changes in customer flow and shopping experience design between your two visits.
Evidence: Include 6-8 labelled photographs
Customer Service Experience:
In this section you report on the quality of staff interactions and product knowledge and issues with checkout process efficiency and payment options, the overall service quality and brand consistency and any upselling or cross-selling attempts observed.
In this section you need to report what you observed in relation to their website functionality, noting things like: user experience and ease of navigation, product information quality and purchase process, and reflect on the integration between online and offline channels.
This section is where you report on your observations on the company's social media presence. Topics to be reflected on here include their content strategy and posting frequency (based on 2-week following), and brand personality and messaging consistency.
Evidence: Include 4-5 screenshots with analysis
In this section you need to report what you experienced through the full three stages of the customer journey of Pre-Purchase Phase, Purchase Experience and Post-Purchase Experience in detail showing insight.
In this section you need to provide two specific recommendations for improvement based on gaps or issues you personally experienced. Importantly you need to support your view with marketing theory from course readings and include realistic, personalised, practical and implementable suggestions.
| 3. Formatting & Submission Requirements: |
Required Documentation:
Photography: Only where permitted; focus on marketing elements not customers
Note-taking: Use phone notes app to record observations immediately
Screenshots: Capture diverse content types (posts, website pages, customer service chats)
Organisation: Label all evidence with date, time, and location
| Criteria | Excellent (85-100%) | Good (70-84%) | Satisfactory (60-69%) | Developing (50-59%) | Unsatisfactory (<50%) |
| Quality of Personal Experience Documentation (35%) | Comprehensive, detailed documentation of authentic experiences with rich evidence | Good documentation with adequate evidence of personal experiences | Satisfactory evidence of personal engagement with some gaps | Basic documentation with limited evidence | Poor or insufficient evidence of actual experiences |
| Analysis of Customer Experience (30%) | Insightful analysis showing deep understanding of customer perspective and journey | Good analysis with clear customer insights | Adequate analysis of customer experience | Basic customer experience understanding | Weak or superficial analysis |
| Application of Marketing Theory (20%) | Sophisticated integration of course concepts with personal observations | Good connection between theory and experience | Adequate theory application | Basic theory integration | Little or no marketing theory applied |
| Communication & Evidence Presentation (15%) | Exceptional writing with well-integrated visual evidence | Clear communication with good use of evidence | Adequate communication and evidence use | Basic communication with some issues | Poor communication and presentation |
| 4. Important Information (do not edit this section) |
Academic Integrity
Academic Integrity Policy Assessment Policy Academic Misconduct Procedure | Academic Integrity:
|
| Referencing | Referencing:
Appropriate referencing and proper and insightful use of references are essential. Reports that provide inadequate, improper, or no references will be graded accordingly within the rubric. |
| Use of AI | Acceptable use of AI: The use of generative AI tools (e.g. ChatGPT, Grammarly, Quillbot etc.) is permitted in this unit for the following activities:
Unacceptable use of AI: The use of generative AI tools is not permitted in this subject for the following activities:
Academic honesty is required in all assessable submissions by students. As AI is an evolving technology, please ensure that you carefully review the AI-related information you include in your unit outline/s every trimester. |
| Late Submission | Late submission penalty: Late penalties apply to late assessment submission (5% per day, up to 7 calendar days or 35%) as outlined in the assessment procedure. |
| Student Support | Student Support:
By maintaining these standards, students contribute to a positive learning environment and uphold the reputation and value of their qualification. Failure to meet these standards may result in academic penalties as outlined in GCA's policies.
For any questions or concerns regarding academic standards, please contact the unit coordinator or refer to the resources provided above. |
- End Document -
Note: This report is provided as a sample for reference purposes only. For further guidance, detailed solutions, or personalized assignment support, please contact us directly.MCX005 Accounting Systems and Processes
Officeworks is one of Australia's largest office supplies and technology retailers, offering products ranging from stationery to computers and printing services. The objective of this report is to evaluate the marketing effectiveness of the retailer by experiencing its services as a real customer through physical store visits and digital engagement.
The research involved visiting two Officeworks store locations, making a purchase, and analysing the in-store environment, customer service, marketing displays, and checkout process. Additionally, the digital customer experience was examined through the company website and social media channels over a two-week period.
The findings suggest that Officeworks successfully integrates its physical and digital platforms to provide a convenient omnichannel shopping experience. The store environment is organised and functional, while the website offers efficient navigation and detailed product information. However, some opportunities for improvement were identified in areas such as personalised customer engagement and in-store promotional visibility.
Based on the analysis, this report recommends improving in-store experiential marketing displays and enhancing personalised digital marketing strategies to further strengthen customer engagement and brand loyalty.
Two Officeworks stores were visited for observation:
Both stores featured a large warehouse-style layout, with clearly defined product sections such as stationery, technology, furniture, and printing services.
The store design emphasised functionality and efficiency, with wide aisles and clear signage to help customers locate products easily. Promotional displays were positioned near the entrance highlighting discounts on laptops, printers, and back-to-school stationery.
During the visit, the stores appeared busy, particularly around the printing and technology sections. The layout allowed customers to navigate easily without congestion.
Visual merchandising techniques included:
However, the second store had fewer promotional displays compared to the first store, which slightly reduced the visual impact of marketing materials.
Evidence to include in appendices:
Customer service interactions were generally positive. Staff members were available in different sections and were approachable when assistance was required.
During the visit, a staff member provided information regarding printer ink compatibility and recommended alternative brands with similar specifications. This demonstrated product knowledge and willingness to assist customers.
The checkout process was efficient due to the availability of self-checkout counters, which reduced waiting time.
Payment options included:
However, limited staff availability during peak periods caused slight delays when customers needed assistance.
Overall, the service quality reflected a professional retail experience aligned with the brand's positioning as a reliable office supply retailer.
The official website of Officeworks provides a comprehensive online shopping platform with clear navigation menus and product categories.
Key website features include:
The website also provides helpful services such as printing solutions, technology advice, and business services, which enhance the overall customer experience.
The purchasing process was straightforward and required only a few steps from product selection to checkout.
However, the website could improve by offering more personalised recommendations based on browsing behaviour.
Officeworks maintains an active presence on several social media platforms including:
During the two-week observation period, the brand posted content related to:
The brand’s social media personality appears professional, informative, and educational, focusing on practical solutions for students and businesses.
Engagement levels varied depending on the type of content. Promotional posts generally received fewer interactions compared to helpful tips and educational content.
Evidence for appendices:
The customer journey can be divided into three stages based on the Buyer Behaviour Model (Kotler & Keller).
The awareness stage began when the customer searched online for affordable office stationery. Officeworks appeared in search results due to its strong online presence and reputation for competitive pricing.
The customer then browsed the Officeworks website to compare products and check availability in nearby stores.
The purchase stage occurred during the physical store visit where the customer evaluated product quality and price before making the final decision.
A notebook and pen set valued at approximately $12 was purchased. The checkout process through the self-service machine was fast and convenient.
The overall shopping experience was positive due to clear product displays and helpful staff support.
After the purchase, the customer received a digital receipt via email. The product met expectations in terms of quality and usability.
However, no follow-up communication or personalised marketing message was received after the purchase.
This indicates an opportunity for the brand to strengthen customer relationships through loyalty programs or follow-up engagement.
Based on the observations, two recommendations are proposed.
Officeworks should introduce more interactive product demonstrations, particularly in the technology section. According to the 4Ps marketing model, effective promotion can increase customer engagement and influence purchase decisions.
Interactive displays would allow customers to test products before purchasing, improving overall shopping experience and increasing sales conversion rates.
The company should utilise customer data to provide personalised product recommendations and targeted email marketing campaigns.
Kotler’s customer relationship marketing theory highlights that personalised communication strengthens long-term customer relationships and brand loyalty.
Implementing a personalised digital marketing strategy could encourage repeat purchases and improve customer retention.
Kotler, P., Keller, K. (2016). Marketing Management. Pearson.
Kotler, P., Armstrong, G. (2020). Principles of Marketing. Pearson.
Solomon, M. (2018). Consumer Behaviour. Pearson.
Officeworks (2025). Official Website.
Chaffey, D. (2022). Digital Marketing. Pearson.
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