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Staples Connected Commerce 2014
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Staples Connected Commerce 2014

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  • 1. Connected Commerce at Staples: How mobile is transforming the dialog with customers… Ryan Bartley, Director of Mobile Strategy Mcommerce Summit: State of Mobile Commerce 2014 May 1, 2014
  • 2. Staples Overview • Invented office superstore concept in 1986 • $24 billion in sales • Operations in 25 countries • Over 83,000 associates worldwide • World’s third largest internet retailer • Sales mix 56% delivery, 44% retail • Early retailer to launch online store front (1999)
  • 3. Staples Highlights • #2 eCommerce player behind Amazon & Apple • Serving more than 200,000 mid-market customers in North America • Serving more than 60% of the Fortune 100 • Next day delivery coverage to 98% of North American population • Over 250 million annual retail transactions worldwide • Recycling nearly 75 million ink and toner cartridges annually
  • 4. Staples Business Segments • North American Stores & Online – 1800+ stores in North America – Staples.com & mobile properties • North American Commercial – B2B focus via Staples Advantage and Mid-market via Quill.com • International Operations – Contract, Retail, Catalog operations in 23 countries outside the U.S. and Canada – Sales mix 73% Europe, 21% Australia, 6% Emerging Markets
  • 5. the digital world is moving fast
  • 6. The Digital World Is Moving Fast Mobile Device Growth and Use 405 419 83 381 106 June 2010 June 2013 Number of Device Owners (Smartphone and Tablet) Source: comScore MobLens/TabLens 3 month average ending June 2013 Source: comScore Media Matrix Multi-Platform, June 2013 Total US Internet Usage in Minutes (Billions) by Platform Desktop, Smartphone and Tablet 906 +86% N/A +359% +4% Tablet Smartphone Desktop 488 142 M 69 M 2001 2003 2005 2007 2009 2011 2013 Tablet Smartphone
  • 7. The Digital World Is Moving Fast Mobile Growth Effect on Retail 1.8% 2.4% 3.6% 5.8% 6.6% 8.8%9.0%9.2% 8.1% 9.8% 11.3% 10.5% 8.6% Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 $4.7B Tablet 11% Smartphone 44% Desktop 45% Retail Category Time Spent by Platform Source: comScore eCommerce & mCommerce measurementSource: comScore Media Matrix Multi-Platform, June 2013 Percentage of Retail eCommerce Dollars Spent via Mobile (Smartphone & Tablet)
  • 8. The Digital World Is Moving Fast Mobile Growth vs Other Channels +5% +16% +24% Total Discretionary Retail eCommerce mCommerce Q2 2013 Year Over Year Retail Spending Growth by Channel Source: Dept. of Commerce comScore eCommerce & mCommerce Measurement. Q2 2013
  • 9. Four classes of consumers 19% Traditional Comfortwithshoppinginmultiplechannel Importance of key Omnichannel capabilities 40% Transitioning 29% Tech-intrigued 12% Trailblazers Trailblazers Uses SoLoMo extensively Tech-intrigued SoLoMo for browsing and buying Transistioning SoLoMo for research Traditional Only on need basis Source: IBM IBV 2013 survey, n= 30,554.
  • 10. Market Dynamics are Changing  Secular pressure in core office supply categories  Increasing importance of technology products  Customers shifting from retail to online and mobile  Competitive set expanding 10
  • 11. Evolution of Mobile @ Staples  Focused attention and resources beginning in 2012  Recently shifted thinking from „a tool‟ to a commerce experience  Key platform coverage, but copied site map! – (many of you are guilty too!)  Early in “Day 1” 11
  • 12. Mobile Web - Rapid Re-Launch 184%  5X 
  • 13. Mobile App – Hybrid and relevant experience
  • 14. Tablet web – Spring Release
  • 15. iPad App – Spring release
  • 16. In-store Connected Experience
  • 17. Current property summary Mobile Web Tablet App iOS for iPad Tablet WebMobile Apps iOS + Android Kiosk
  • 18. Blurring of online/offline - primed for disruption  Stores have not fundamentally changed  But the customer has (MoLo)  A „near term‟ opportunity  Allows companies to question the fundamentals 18
  • 19. Leverage Unique Assets: Omni Channel Matters Staples integrating two independent businesses CUSTOMER EXPERIENCE VISION: Make it easy for me to get whatever I need – whenever, wherever, and however I want it. STAPLES PROMISE: Make more happen Choice & Control Total Access Personalized Experience It’s on my terms … It’s all at my fingertips … It’s all about me …   
  • 20. Leverage Unique Assets: Omni Channel Matters Developing cross channel functionality drives customer loyalty • Robust Click & Collect (Buy online pickup in Store; Ship to store) • Delightful cross-channel returns process • Fabulous in-store mobile experience for customers and associates • Kiosk experience as a bridge solution • Ship from StoreRetail only Online only Cross channel 1.0 2.0 5.5 Lifetime value of Staples Customer (indexed) Enabling cross channel shopping: goals for 2014
  • 21. Increased investment in capabilities and talent “Staples picks Seattle for new e- commerce and engineering center” “Inside Staples' new Velocity Lab in Cambridge, focused on advancing the multi-channel retail experience” “Staples acquires Runa to boost its clout in e-commerce” Recent Talent joined Staples
  • 22. Thank you

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