OFFICE NATIONAL BAROSSA IS
FAR FROM STATIONARY
When Chris and Lynn Semmler bought an office and
stationery supply business in Nuriootpa back in 1996, the
world was a very different place.
The internet was in its infancy and phones were barely
mobile, let alone smart.
Back then, the former bank at old “post office corner” was
home to all office essentials and customer service was king.
Fast forward 22 years and today’s Office National Barossa is
a modern, purpose built space on Railway Terrace, evolved to
meet the demands of a fast-paced digital era with a second
generation of Semmlers at the helm.
For Chris and Lynn’s son, Anthony and his wife, Joanne,
customer service still reigns supreme since taking over the
business 18 months ago.
The couple admit the leap to ownership was a big challenge
and although they had been working within the company,
they were not fully prepared for what lay ahead.
Their journey is far from conventional, both having come
from completely different backgrounds.
Anthony was a manufacturing jeweller for ten years and
Joanne a veterinary nurse before spending a couple of years
as a podiatry assistant.
On moving to the Barossa from Adelaide in 1999, Anthony
immediately began in the warehouse of his parents’ business
before ultimately working his way into a management role,
whilst Joanne spent some time working in the retail area and
then in the service department for around 8 years after the
new building opened in March, 2003.
A three-and-a-half-year stint in a related industry in
Queensland, when their sons, Darcy and Isaac were little,
allowed the couple to gain more knowledge.
“We just wanted to break away to do something different
and Anthony wanted to do something other than work in
the family business to get outside experience,” says Joanne.
“I’m really glad we did that and we were both able to work
for someone else with different expectations,” adds Anthony.
Looking back at their first 18 months of ownership, they
agree it was quite the eye opener.
“When mum and dad started out, it was the only place to
go, people shopped locally, had no reason to go anywhere
else. You were the only one here for everything. Pre-internet,
customers didn’t have the same options as they do today,”
Anthony explains.
Whilst there was a transition plan in place, Anthony
felt a little unprepared for an industry which faced such
rapid change.
“We found it somewhat overwhelming when we first took
over but have worked our way into the role of managing.”
Joanne adds, “We knew we had to evolve as a business
reasonably quickly but didn’t feel we were completely
equipped with the skills necessary to take us to that
next level.”
The duo has since worked tirelessly to take the upper hand
and Anthony can say he now has a better understanding of
the meaning of ‘management’ in this fiercely competitive
world of retail and its online challenges.
They now have a team of dedicated road based
representatives which allow for even better customer service.
“Whilst it is a digital, online world, you can’t replace that
face-to-face service...We understand and recognise its value,”
Anthony says.
Anthony loves encouraging young staff members within
the team of more than a dozen employees.
“Just their infectious enthusiasm and motivation can be
quite inspiring,” he says.
“I like seei