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That was easy

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.

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That was easy

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  1. Staples That was easy Cole Potter Pedro Navarro Pinya N

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

  3. Staples Growth • 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

  4. About the Office Superstore • 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.

  5. History • 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

  6. Target Market • Mass market • Further Segmented by: • B2B • Businesses • Small • Large • B2C • Occupation: Office workers • Home office professionals • College Student

  7. Staples Solutions & Programs • Easy Tech • Which they have certified PC pros can handle any technology needs right at your office or at any Staples store. • 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 • Easy Rebates • Now you can submit most rebates online • Receive rebates sooner within 4-6 weeks, instead of 10-12 weeks • Staples Business Delivery • Free delivery on orders of $50 or more • Invention Quest

  8. Staples Solutions & Programs • 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.

  9. Copy & Print Center • 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 • 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… • For additional convenience customers can visit online to upload digital files and submit print and copy jobs to any store location.

  10. Advertising/Promotions • “That Was Easy” Campaign • Illustrates Staples long term strategy to truly buying office products easy. • 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

  11. Store Layout Improved in 2002 • 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.

  12. 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)

  13. SWOT Analysis • Strengths • 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

  14. SWOT Analysis • Opportunities • Increasing online spending • Positive outlook for US office supply segment • Store expansion • Threats • Intense competition • High oil prices • Slowing PC sales

  15. References • http://www.staples.com/ • http://www.staplesrealty.com/html/design_engineering.htm • http://www.envirosell.com/index.php?option=com_content&task=view&id=49&Itemid=70 • http://findarticles.com/p/articles/mi_m0FNP/is_21_40/ai_79867461

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