In order for any business to be successful they need to remain competitive and Staples is no different. Staples has increased their use of internet social network tools by 70% in the past five years. Social networks are the ideal place to advertise as they are frequented by millions. This is especially true for the major sites like Facebook and Twitter. A mobile application is great for those on the go, this allows for the customer to quickly find a location and identify if a product is available or place an order directly from their mobile device. Staples is advertised on web-sites of manufacturers that they affiliate with. And on the very popular you tube site you can search videos that are related to Staples. As you can notice the Staples has exceptional internet penetration.
Facebook – 26943 people like this site and number grows daily, and that is not to mention the other thousands who have come to the site and for one reason or another decided not to click on the “like” icon. Staples uses facebook to promote new and improved products, offer the customer a sneak peak at the upcoming flyer and sales. Staples has contests that they like to introduce and like to share the results as a sort of trophy. Staples also offers simple 1 or 2 day business courses which they actively invite people to attend through facebook. Staples also uses facebook to demonstrate their commitment to the community through charity work and donations. You can check out their facebook site by clicking on the icon on their web page at Staples.ca
Twitter – Twitter is another huge social medium that has exploded worldwide. Staples has ingeniously taken a slice of the twitter pie as well. Staples uses twitter to answer questions posed by their customers which provides the customer with a sense of worth and creates a direct relationship between the company and its customers. Like facebook they promote their products, display contest photos, advertise workshops and small business courses. They also make a point to recognize their affiliates resulting in good business relations which reflects onto the company. And of course they promote their facebook page.
The iPhone mobile application is great for anyone who is on the run. This is especially great for students and the business travellers needing to order school or office supplies on the run. Or perhaps you are out of town and need to locate a Staples store because you need supplies for a big meeting or you’ve moved to the big city for school. The mobile application also features a useful product search button and you can view their current flyer to be up to date on this weeks deals.
Don’t we all remember the Staples back to school song, it seems like every August it comes earlier and earlier. The staples back to school song is famous and marketing genius. Back to school supplies is a huge business and this song with its ability to weave itself into one’s brain is amazing. This commercial can be viewed on you tube with a couple of the variations and different actors that were featured in them.
A “Clicks & Mortar” Store Amber Blais Maria DeLaRosa Stephane Joachim Marnie Watson
An Overview of Staples • 1st store opened in 1986• Largest office supply store globally • 26 Countries – 2,281 Stores • Over 89,000 employees • That was Easy!
Online sales vs. in store sales3025 23.1 24.2 25.520 18.1 19.315 9.8 Annual Sales (1,000s) 10 4.9 5.6 7.7 14.3 5 Web Sales (1,000s) 0 2006 2007 2008 2009 2010 •Web sales equals 42% of all sales
Internet Sales Growth by Year % of growth per year2010 4.12009 27.3 2008 37.5 2007 14.3 2006 28.9
Benefits of Offering Online Shopping• Operational costs are lower• Offer more variety in products• Added convenience to consumers• Store is Open 24/7• Marketing directly to existing customers• Website is your sales force
Drawbacks of Online Shopping• Security issues• Privacy issues• Consumers still like “hands on” approach• Consumers can easily find deals elsewhere• Loyalty• Returns
IN-STOREPROS: CONS: SALES AGENTS POOR CUSTOMER SERVICE NO SHIPPING COSTS UNAVAILABLE IN-STORE NO WAITING INVENTORY PAYMENT METHODS HOURS OF OPERATION QUESTIONS ANSWERED
ON-LINEPros: Cons: Quick No sales agents Convenient Can’t see product No pressure Limited payment methods Deliveries Security
IS THE TRUSTEDCUSTOMER SERVICEREPRESENTATIVEMISSED WHENSHOPPING ON-LINE?
It is highly dependent on the type of purchase that will take place.
Staples has taken Advantage of the Tools Available on the Internet and Plans to Continue Using Different Mediums as they Become Available• FACEBOOK Staples has increased their• TWITTER use of Internet promotion 70% over the past 5 years• MOBILE APPLICATION• PROMOTION THROUGH OTHER WEB-SITES• YOU TUBE
26943 people “like” StaplesStaples has used Facebook to:• Promote new products• Offer customers an advanced viewing of their flyer• Introduce contests• Offer simple business courses• Make customers aware of their contribution to the community
Twitter is another social medium that Staples uses to: Answer questions from their customers Promote new products Promote their Facebook site Display contest photos 4180 Recognize their affiliates“Followers” Advertise workshops and courses that Staples provides to the customer
Staples mobile application can be accessed byanyone who has an iPhoneUser FriendlyFeatures:Store Locator ButtonProduct SearchFlyer
Staples’ Back to School television Commercial is Contagious and can be Viewed on Television in the month of August This video can also be viewed at anytime on the You Tube Web-Site http://www.youtube.com/watch?v=fwcYbo7pjto