Mobile FirstLook 2012                                                                       Jeff Haddon                   ...
Company Overview                             OfficeMax	        Office	  Depot	     Staples	          Revenue	            $7.1	...
Technology Black Hole© 2012 OMX, Inc.
Images:	  computermuseum.li,	  tnr.com	  © 2012 OMX, Inc.
Philosophy                   customer	  convenience	                     convenient	  access	  to	  customers	            ...
Philosophy        customer benefits before sales and ROI*        “Apps before Ads”        do something NOW!        learnin...
Mobile Program Snapshot        2009               •  Ecommerce site        2010               •    MaxPerks loyalty site  ...
SMS Insights        •  Relevance is critical (7x opt-out rate)        •  Engagement and response is high (8x)        •  Fr...
Mobile Sites        •  HTML5 enhancements                   –  “Use my current location”                   –  Swipeable ho...
OfficeMax App        •  The Basics                   –  Current offers                   –  Store locator                 ...
iPad App© 2012 OMX, Inc.
Holiday Party Bingo© 2012 OMX, Inc.
Holiday Party Bingo© 2012 OMX, Inc.
© 2012 OMX, Inc.
Mobile Print Center App        •  Access documents on phone:                   – email attachments                   – HDD...
2012 Priorities        •  Refine and enhance everything                   –  Apps                   –  Mobile sites       ...
Catalog Showrooms                                        BEST	  Model	                                          1.  Produc...
David & Goliath(s)© 2012 OMX, Inc.
The Punchlines        •  All the songs have NOT been written.        •  Opportunities for innovation are enormous.        ...
Thank you                   jeffhaddon@officemax.com© 2012 OMX, Inc.
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Office max mobile strategy

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Office max mobile strategy

  1. 1. Mobile FirstLook 2012 Jeff Haddon Mobile Program ManagerConfidential and Proprietary Information © 2012 OMX, Inc.
  2. 2. Company Overview OfficeMax   Office  Depot   Staples   Revenue   $7.1  B   $11.6  B   $24.5  B   U.S.  Stores   900   1100   1500   Employees   30,000   40,000   53,000   Market  Cap   $395  MM   $589  MM   $10.2  B  © 2012 OMX, Inc.
  3. 3. Technology Black Hole© 2012 OMX, Inc.
  4. 4. Images:  computermuseum.li,  tnr.com  © 2012 OMX, Inc.
  5. 5. Philosophy customer  convenience   convenient  access  to  customers   and  access  to  our  brand  © 2012 OMX, Inc.
  6. 6. Philosophy customer benefits before sales and ROI* “Apps before Ads” do something NOW! learnings become intellectual property * but definitely sales and ROI!!© 2012 OMX, Inc.
  7. 7. Mobile Program Snapshot 2009 •  Ecommerce site 2010 •  MaxPerks loyalty site •  OfficeMax App •  SMS program launch •  Holiday Party Bingo apps 2011 •  OfficeMax App adds e-commerce •  Print Center App •  iPad app •  Testing & expansion: SMS, QR, NFC© 2012 OMX, Inc.
  8. 8. SMS Insights •  Relevance is critical (7x opt-out rate) •  Engagement and response is high (8x) •  Friend acquisition Premium   Deplete   Resp.   Campaign   Promo7on  Channels   Count   Time   Rate   $5  coupon  card   Email,  OfficeMax.com   5,000   5.6hrs   890/hr   Free  pen   TwiSer,  Facebook   20,000   18  hrs   1111/hr   $5  coupon  card   TwiSer,  Facebook   10,000   1.8  hrs   5555/hr   •  70% retention, 20% redemption© 2012 OMX, Inc.
  9. 9. Mobile Sites •  HTML5 enhancements –  “Use my current location” –  Swipeable homepage banner –  Expandable menus •  Significant 2011 growth –  In absolute terms –  As % of OfficeMax.com© 2012 OMX, Inc.
  10. 10. OfficeMax App •  The Basics –  Current offers –  Store locator –  Cross promotion •  MaxPerks account info, offers and rewards •  Ecommerce – full catalog© 2012 OMX, Inc.
  11. 11. iPad App© 2012 OMX, Inc.
  12. 12. Holiday Party Bingo© 2012 OMX, Inc.
  13. 13. Holiday Party Bingo© 2012 OMX, Inc.
  14. 14. © 2012 OMX, Inc.
  15. 15. Mobile Print Center App •  Access documents on phone: – email attachments – HDD/SD card – Google Docs •  Full-service formatting (colored paper, binding) •  Ready for pick-up© 2012 OMX, Inc.
  16. 16. 2012 Priorities •  Refine and enhance everything –  Apps –  Mobile sites –  SMS integrations and segmentation •  QR and NFC testing •  Organizational infiltration –  Decentralization –  Awareness of capabilities and vocabulary© 2012 OMX, Inc.
  17. 17. Catalog Showrooms BEST  Model   1.  Product  showroom   2.  Order  at  counter   3.  Product  pulled  from  on-­‐site   warehouse  Images:  blog.uonodesign.com  © 2012 OMX, Inc.
  18. 18. David & Goliath(s)© 2012 OMX, Inc.
  19. 19. The Punchlines •  All the songs have NOT been written. •  Opportunities for innovation are enormous. •  We can’t foresee everything, so we watch users. •  Our consumers are only part cyborg.© 2012 OMX, Inc.
  20. 20. Thank you jeffhaddon@officemax.com© 2012 OMX, Inc.

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