F**g
发帖数: 490 | | d*********r
发帖数: 11979 | | s****n
发帖数: 6491 | 3 It is supposed to be replaced by all kinds of 'L' shaped products | e*i
发帖数: 10288 | 4 The company is also removing the bent staple used for the 揕in the Staples
logo, replacing it with products customers might not realize the company
sells, such as water-hose spray guns, scales used in medical settings, and
even dog biscuits.
http://www.bostonglobe.com/business/2014/01/03/staples-introduc
Staples aims to change image with new slogan
By Taryn Luna | Globe Correspondent January 03, 2014
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The Framingham company is swapping its 揟hat was Easytagline for 揗ake
More Happen.br />
The Framingham company is swapping its 揟hat was Easytagline for 揗ake
More Happen.br />
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Staples Inc. is launching a marketing campaign with a new message for
customers: It's not just the place to go for paper and toner anymore.
The Framingham retailer is swapping its familiar 揟hat was Easytagline
adopted a decade ago for 揗ake More Happen,a new slogan meant to depict
Staples as a convenient one-stop shop for a vast assortment of products.
揥e want to offer every business every product they need to be successful,
said Steve Fund, senior vice president of global marketing at Staples. 揥e抮
e offering more products, more ways to buy, and more great value.br />
The campaign is the latest attempt by Staples to transform itself from the
king of the office supply superstore to a huge online marketplace with a
much smaller physical retail footprint. Harsh trends in the office supply
retail business are prompting that shift. Customers simply need less paper,
ink, and toner in the digital era.
Annual sales at comparable Staples stores have declined or remained flat for
seven consecutive years, a performance analyst Brad Thomas of KeyBanc
Capital Markets calls 揳mong the worst in retail.The company抯 earnings
per share have also been down the last three quarters in a row, compared
with the same periods a year earlier.
揟he traditional office supply category is under a lot of pressure right now
,Thomas said. 揝taples is being forced to broaden its assortment and this
campaign is going to highlight some of the changes they have put in place
over the last few years to expand beyond traditional office supplies.br />
The company is systematically eliminating superstores or cutting their sizes
in half as leases come up for renewal. It抯 also reducing the number of
products available in stores while adding thousands of additional goods to
its website in categories like janitorial and building supplies.
Staples is promoting 搈ulti-channel shoppingwith smartphone applications,
Staples.com kiosks in stores, and other options to drive customers to the
retailer抯 website for products that aren抰 available in stores.
The company抯 marketing campaign draws attention to its expanded assortment
of goods in four television commercials featuring the new tagline, which
begin airing Monday. One commercial features a factory where workers wear
hard hats, use cleaning supplies, and drink coffee all bought on Staples.com
. The campaign includes ads on social networking sites and the slogan will
be featured in stores and on Staples trucks.
The company is also removing the bent staple used for the 揕in the Staples
logo, replacing it with products customers might not realize the company
sells, such as water-hose spray guns, scales used in medical settings, and
even dog biscuits.
Gary Balter, an analyst who follows Staples for Credit Suisse, said the
company has found success selling more than just traditional office supplies
to its contract customers. It makes sense for companies to buy as many of
their business products from one retailer, on a single receipt, and in one
shipment as possible, he said.
Staples was the first of the office superstores to add break-room and
facilities products, categories that now generate nearly $2 billion in
annual revenue. But the company hasn抰 been as lucky with everyday consumers.
揥here they have struggled has been in retail,Balter said. 揟hey haven抰
gotten the customer to associate Staples with anything but office supplies.
This campaign is a step to try to fix that and it抯 a good step.br />
【在 F**g 的大作中提到】
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