Staples
That was easy
Cole Potter
Pedro Navarro
Pinya N
Overview
Staples invented the office superstore concept in 1986 and today is the
worlds largest office products company.
 With around 74,000 employees, the company is committed to making it
easy to buy a wide range of office products, including supplies, technology,
furniture, and business services.
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Fast Facts:
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Number of stores: 1,884
Number of Associates: 74,000
Founder: Tom Stemberg
First store: Opened May 1, 1986 in Boston Massachusetts
Staples Growth
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Staples has not only grown but has evolved to meet the needs of
the customer.
The associates are trained to help people get in, get what they need
and get back to business of running their business
Staples promises to help make it easy for people to buy their office
products:
– Making the stores easy to shop
– High demand items like paper and ink are located up front so customers
can easily find them
– Guarantee to have the ink or toner cartridge in stock
About the Office Superstore
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Each Staples superstore carries over 7,000 brand name products for
businesses and home offices, including supplies, furniture, small
business machines, computers and peripherals all at guaranteed low
prices.
Each store also features a full service copy center and UPS
authorized shipping outlet. It is the one stop solution to all your
office supply needs.
Families also take advantage of Staples everyday low prices on
school supplies, as well as products to help with finances, tax
preparation, computing and organizing.
While sales of online and catalog channels have continued to grow,
their retail stores still represent nearly 75% of total revenues. Part
of their mission, "to slash the cost and hassle of running your
office," means they need to be where the customers are.
History
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1986 – Staples launches its first store in Brighton, Massachusetts
1990 – Western U.S. expansion
1991 – Helps found Canada's first office superstore
1992 – Enters the European marketplace (Germany)
1993 – Opens first store in the United Kingdom
1995 – Announces remodeling of stores in North America, Increases store size from
17,000 square feet to 20,000 square feet
1996 – Staples turn 10 and opens 500th store in Vero Beach, Florida
1998 – Launches staples.com
1999 – Opens 1000th store in Georgia
2000 – Sales top $10 billion
2001 – Becomes the first office supply superstore to integrate its e-commerce site
into its retail locations nationwide
2002 – Becomes the world’s largest seller of office supplies, with revenues
topping $11 billion
2006 – Celebrates 20th Anniversary and begins operations in Taiwan
Target Market
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Mass market
 Further Segmented by:
– B2B
 Businesses
– Small
– Large
– B2C
 Occupation: Office workers
 Home office professionals
 College Student
Staples Solutions & Programs
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Easy Tech
– Which they have certified PC pros can handle any technology needs
right at your office or at any Staples store.
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Ink Guarantee
– Promise to have your ink or toner cartridge in stock. If they don’t, they
will get it for you with free delivery and $10 off.
– Have a 110% price match guarantee
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Easy Rebates
– Now you can submit most rebates online
– Receive rebates sooner within 4-6 weeks, instead of 10-12 weeks
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Staples Business Delivery
– Free delivery on orders of $50 or more
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Invention Quest
Staples Solutions & Programs
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Was created to make it easy for everyday inventors to share their
new product ideas.
As the world’s leading retailer of office products it gives Staples the
ability to search for new innovative office product ideas to add to its
growing line of brand products.
Award the top winner $25,000 with the chance to earn royalties
should Staples develop and sell the product.
Staples Invention Quest gives our customers the opportunity to
bring their own office product innovations to life,” said Mike Miles,
chief operating officer for Staples.
Copy & Print Center
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Available from the Copy & Print Center
– Full service copying and printing services with a 100% quality
guarantee.
– Signature Services:
 Digital color copying, printing, lamination and various binding capabilities
– Additional Services:
 Wide format color printing capabilities for high quality photo enlargements,
posters, signs and banners
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Staples launched Design Services (in 2006)
– Making it easier for businesses of any size to tap into the creativity and
expertise of professional designers to bring their materials to life.
– Professionally designed documents include:
 Flyers, brochures, announcements, invitations, customized business cards…
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For additional convenience customers can visit online to upload
digital files and submit print and copy jobs to any store location.
Advertising/Promotions
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“That Was Easy” Campaign
– Illustrates Staples long term
strategy to truly buying office
products easy.
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Staples new Mail Mate shedder was cast in a
supporting role in the Nov. 16th episode of the
NBC sitcom “The Office.”
More than a product placement
Has been integrated into the show
"This TiVo-proofs our advertising," said Staples
vice president Todd Peters.
Since people with video recorders are
becoming adept at skipping commercials
Store Layout Improved in 2002
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They refused to be part of the crowd.
They did a study to understand consumer behavior at
Staples stores.
Though the research, they learned the Staple customers
no longer liked the warehouse look and feel.
They came up with a new store layout called the Dover.
Layout Features
A race-track layout that
incorporates shorter aisles and
lower fixture heights, improving
customer sight lines and traffic
flow
 Improved signage that clearly
marks each category, as well as
enhanced product descriptions
that allow customers to compare
and contrast products within the
same category
 Emphasis on cross merchandising,
featuring logical product
adjacencies that increase the
“shopability” of the store (e.g. fax
paper with the fax machines; ink
cartridges and paper with
printers)
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SWOT Analysis
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Strengths
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Market leader in the office supply industry
Growing delivery business
Increasing internet sales and presence
Staples Soul
Weaknesses
– Poor performance in international markets
– Low margins
SWOT Analysis
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Opportunities
– Increasing online spending
– Positive outlook for US office supply segment
– Store expansion
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Threats
– Intense competition
– High oil prices
– Slowing PC sales
References
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http://www.staples.com/
http://www.staplesrealty.com/html/design_engineering.htm
http://www.envirosell.com/index.php?option=com_content&task=vi
ew&id=49&Itemid=70
http://findarticles.com/p/articles/mi_m0FNP/is_21_40/ai_79867461