Staples on Being Red, Green and Easy
Staples Inc. is the world’s largest office supply retail store chain, with over 1,700 stores worldwide, including stores in the United States, Belgium, Canada, Brazil, China, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden and the United Kingdom. In the first quarter of 2007, India became the newest country to have Staples locations. Staples, Inc. sells popular office supplies used in businesses and schools, while also selling electronics and furniture.
Staple’s revenue last year totaled to $18.3 billion, beating out Office Depot, their next largest competitor, which booked $15 billion in sales. Tail gaiting in third place is OfficeMax Inc. with a revenue of $9 billion.
Basically, the industry giants are competing for the same customer. Businesses, organizations, corporation and practically anyone else who needs office furniture, supplies or equipment are all targeted by the three biggest office supply companies in the world.
Today, Staples has a strategic plan all rolled up into one big word where it defines the company’s strategy for customer service and in standing out amid competitors. Easy.
Surfacing virtually everywhere, the red “easy” button is part of Staples’ commercial marketing push. The company hopes to brand itself as the supply store that makes life easy for small-business customers. Choosing the color red for its promotional buttons, is a sensible choice. Office retailers like incorporating the color in signs and banners which also relishes the customers curiosity. Immediately after the first few ads, consumers began to ask for the buttons.
Staples are also giving their products a touch of green. The company release its annual Corporate Responsibility Report which centers an environmental sustainability drive. As part of a computer recycling program, computer equipments are brought by customers to be securely broken down into parts and recycled. By this program, Staples contributes to environment causes by means of recycling and creating awareness among the buying public.
Since the environmental paper procurement policy in 2002, vice president for environmental affairs Mark Buckley said that offering paper products with 30 percent or more coming from recycled materials has been a key merchandising driver for the company.
With the environment being taken care of, Staples now looks forward the progressive developments of the future. Buckley mentioned that they are working to include “green” office furniture such as office desks and chairs. Also, they are on the plans of releasing Web sites that offer customers easy-to- look-up recycling locations for everything from newspaper to motor oil.
Posted on: Storage
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