That was easyThat was easy

Cole PotterCole Potter

Pedro NavarroPedro Navarro

Pinya NPinya N

Staples Staples

OverviewOverview Staples invented the office superstore concept in 1986 and today Staples invented the office superstore concept in 1986 and today

is the worlds largest office products company. is the worlds largest office products company. With around 74,000 employees, the company is committed to With around 74,000 employees, the company is committed to

making it easy to buy a wide range of office products, including making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services.supplies, technology, furniture, and business services.

Fast Facts:Fast Facts:– Number of stores: 1,884Number of stores: 1,884– Number of Associates: 74,000Number of Associates: 74,000– Founder: Tom StembergFounder: Tom Stemberg– First store: Opened May 1, 1986 in Boston Massachusetts First store: Opened May 1, 1986 in Boston Massachusetts

Staples GrowthStaples Growth Staples has not only grown but has evolved to meet the Staples has not only grown but has evolved to meet the

needs of the customer.needs of the customer. The associates are trained to help people get in, get what The associates are trained to help people get in, get what

they need and get back to business of running their they need and get back to business of running their businessbusiness

Staples promises to help make it easy for people to buy Staples promises to help make it easy for people to buy their office products:their office products:– Making the stores easy to shopMaking the stores easy to shop– High demand items like paper and ink are located up front so High demand items like paper and ink are located up front so

customers can easily find themcustomers can easily find them– Guarantee to have the ink or toner cartridge in stockGuarantee to have the ink or toner cartridge in stock

About the Office SuperstoreAbout the Office Superstore Each Staples superstore carries over 7,000 brand name Each Staples superstore carries over 7,000 brand name

products for businesses and home offices, including products for businesses and home offices, including supplies, furniture, small business machines, computers supplies, furniture, small business machines, computers and peripherals all at guaranteed low prices. and peripherals all at guaranteed low prices.

Each store also features a full service copy center and UPS Each store also features a full service copy center and UPS authorized shipping outlet. It is the one stop solution to all authorized shipping outlet. It is the one stop solution to all your office supply needs.your office supply needs.

Families also take advantage of Staples everyday low prices Families also take advantage of Staples everyday low prices on school supplies, as well as products to help with on school supplies, as well as products to help with finances, tax preparation, computing and organizing.finances, tax preparation, computing and organizing.

While sales of online and catalog channels have continued While sales of online and catalog channels have continued to grow, their retail stores still represent nearly 75% of total to grow, their retail stores still represent nearly 75% of total revenues. Part of their mission, "to slash the cost and revenues. Part of their mission, "to slash the cost and hassle of running your office," means they need to be hassle of running your office," means they need to be where the customers are.where the customers are.

HistoryHistory 1986 – Staples launches its first store in Brighton, Massachusetts1986 – Staples launches its first store in Brighton, Massachusetts 1990 – Western U.S. expansion 1990 – Western U.S. expansion 1991 – Helps found Canada's first office superstore1991 – Helps found Canada's first office superstore 1992 – Enters the European marketplace (Germany)1992 – Enters the European marketplace (Germany) 1993 – Opens first store in the United Kingdom1993 – Opens first store in the United Kingdom 1995 – Announces remodeling of stores in North America, Increases store 1995 – Announces remodeling of stores in North America, Increases store

size from size from 17,000 square feet to 20,000 square feet17,000 square feet to 20,000 square feet 1996 – Staples turn 10 and opens 5001996 – Staples turn 10 and opens 500thth store in Vero Beach, Florida store in Vero Beach, Florida 1998 – Launches staples.com1998 – Launches staples.com 1999 – Opens 10001999 – Opens 1000thth store in Georgia store in Georgia 2000 – Sales top $10 billion2000 – Sales top $10 billion 2001 – Becomes the first office supply superstore to integrate its e-2001 – Becomes the first office supply superstore to integrate its e-

commerce site commerce site into its retail locations nationwideinto its retail locations nationwide 2002 – Becomes the world’s largest seller of office supplies, with 2002 – Becomes the world’s largest seller of office supplies, with

revenues revenues topping topping $11 billion$11 billion 2006 – Celebrates 202006 – Celebrates 20thth Anniversary and begins operations in Taiwan Anniversary and begins operations in Taiwan

Target MarketTarget Market

Mass market Mass market Further Segmented by:Further Segmented by:

– B2BB2B Businesses Businesses

– SmallSmall– LargeLarge

– B2CB2C Occupation: Office workersOccupation: Office workers Home office professionalsHome office professionals College StudentCollege Student

Staples Solutions & Staples Solutions & ProgramsPrograms

Easy TechEasy Tech– Which they have certified PC pros can handle any technology Which they have certified PC pros can handle any technology

needs right at your office or at any Staples store.needs right at your office or at any Staples store. Ink GuaranteeInk Guarantee

– Promise to have your ink or toner cartridge in stock. If they 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.don’t, they will get it for you with free delivery and $10 off.

– Have a 110% price match guaranteeHave a 110% price match guarantee Easy RebatesEasy Rebates

– Now you can submit most rebates onlineNow you can submit most rebates online– Receive rebates sooner within 4-6 weeks, instead of 10-12 Receive rebates sooner within 4-6 weeks, instead of 10-12

weeksweeks Staples Business DeliveryStaples Business Delivery

– Free delivery on orders of $50 or moreFree delivery on orders of $50 or more Invention QuestInvention Quest

Was created to make it easy for everyday inventors to Was created to make it easy for everyday inventors to share their new product ideas. share their new product ideas.

As the world’s leading retailer of office products it gives As the world’s leading retailer of office products it gives Staples the ability to search for new innovative office Staples the ability to search for new innovative office product ideas to add to its growing line of brand products.product ideas to add to its growing line of brand products.

Award the top winner $25,000 with the chance to earn Award the top winner $25,000 with the chance to earn royalties should Staples develop and sell the product.royalties should Staples develop and sell the product.

Staples Invention Quest gives our customers the Staples Invention Quest gives our customers the opportunity to bring their own office product innovations to opportunity to bring their own office product innovations to life,” said Mike Miles, chief operating officer for Staples.life,” said Mike Miles, chief operating officer for Staples.

Staples Solutions & Staples Solutions & ProgramsPrograms

Copy & Print CenterCopy & Print Center Available from the Copy & Print CenterAvailable from the Copy & Print Center

– Full service copying and printing services with a 100% quality Full service copying and printing services with a 100% quality guarantee.guarantee.

– Signature Services:Signature Services: Digital color copying, printing, lamination and various binding capabilitiesDigital color copying, printing, lamination and various binding capabilities

– Additional Services:Additional Services: Wide format color printing capabilities for high quality photo Wide format color printing capabilities for high quality photo

enlargements, posters, signs and bannersenlargements, posters, signs and banners Staples launched Design Services (in 2006)Staples launched Design Services (in 2006)

– Making it easier for businesses of any size to tap into the creativity Making it easier for businesses of any size to tap into the creativity and expertise of professional designers to bring their materials to and expertise of professional designers to bring their materials to life.life.

– Professionally designed documents include:Professionally designed documents include: Flyers, brochures, announcements, invitations, customized business Flyers, brochures, announcements, invitations, customized business

cards…cards… For additional convenience customers can visit online to upload For additional convenience customers can visit online to upload

digital files and submit print and copy jobs to any store location.digital files and submit print and copy jobs to any store location.

Advertising/PromotionsAdvertising/Promotions ““That Was Easy” CampaignThat Was Easy” Campaign

– Illustrates Staples long Illustrates Staples long term strategy to truly term strategy to truly buying office products buying office products easy.easy.

Staples new Mail Mate shedder was cast Staples new Mail Mate shedder was cast in a supporting role in the Nov. 16in a supporting role in the Nov. 16thth episode of the NBC sitcom “The Office.”episode of the NBC sitcom “The Office.”

More than a product placementMore than a product placement Has been integrated into the showHas been integrated into the show "This TiVo-proofs our advertising," said "This TiVo-proofs our advertising," said

Staples vice president Todd Peters.Staples vice president Todd Peters. Since people with video recorders are Since people with video recorders are

becoming adept at skipping commercialsbecoming adept at skipping commercials

Store Layout Improved in Store Layout Improved in 20022002

They refused to be part of the crowd.They refused to be part of the crowd. They did a study to understand consumer They did a study to understand consumer

behavior at Staples stores.behavior at Staples stores. Though the research, they learned the Staple Though the research, they learned the Staple

customers no longer liked the warehouse look customers no longer liked the warehouse look and feel.and feel.

They came up with a new store layout called the They came up with a new store layout called the Dover.Dover.

Layout FeaturesLayout Features A race-track layout that A race-track layout that

incorporates shorter aisles incorporates shorter aisles and lower fixture heights, and lower fixture heights, improving customer sight improving customer sight lines and traffic flow lines and traffic flow

Improved signage that clearly Improved signage that clearly marks each category, as well marks each category, as well as enhanced product as enhanced product descriptions that allow descriptions that allow customers to compare and customers to compare and contrast products within the contrast products within the same category same category

Emphasis on cross Emphasis on cross merchandising, featuring merchandising, featuring logical product adjacencies logical product adjacencies that increase the that increase the “shopability” of the store (e.g. “shopability” of the store (e.g. fax paper with the fax fax paper with the fax machines; ink cartridges and machines; ink cartridges and paper with printers) paper with printers)

SWOT AnalysisSWOT Analysis

StrengthsStrengths– Market leader in the office supply industryMarket leader in the office supply industry– Growing delivery businessGrowing delivery business– Increasing internet sales and presenceIncreasing internet sales and presence– Staples SoulStaples Soul

WeaknessesWeaknesses– Poor performance in international marketsPoor performance in international markets– Low marginsLow margins

SWOT AnalysisSWOT Analysis

OpportunitiesOpportunities– Increasing online spendingIncreasing online spending– Positive outlook for US office supply segmentPositive outlook for US office supply segment– Store expansionStore expansion

ThreatsThreats– Intense competitionIntense competition– High oil pricesHigh oil prices– Slowing PC salesSlowing PC sales

ReferencesReferences http://www.staples.com/http://www.staples.com/ http://www.staplesrealty.com/html/design_engineering.htmhttp://www.staplesrealty.com/html/design_engineering.htm http://www.envirosell.com/index.php?http://www.envirosell.com/index.php?

option=com_content&task=view&id=49&Itemid=70option=com_content&task=view&id=49&Itemid=70 http://findarticles.com/p/articles/mi_m0FNP/is_21_40/http://findarticles.com/p/articles/mi_m0FNP/is_21_40/

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