Office Depot Plans To Take Care of Business Customers
By George Anderson
Office Depot stakeholders can’t be happy with the office supply retailer’s performance in 2004 that saw sales grow two percent in the first nine months of the year and only one percent during the third quarter.
The retailer is looking to avoid a redo of last year and it’s investing $80 million in a corporate marketing campaign that lets company owners and office managers know it plans to take care of business in 2005.
With consumer spending expected to be more restrained in the year ahead, Office Depot has decided to place a greater emphasis on wooing business customers. Business customers represent 80 percent of Office Depot’s sales globally, according to a report in the Sun-Sentinel newspaper.
The company has brought back its “Taking Care of Business” tagline after four years in mothballs.
Chuck Rubin, executive vice president of marketing for Office Depot said returning to the tagline was more than just marketing sizzle.
“It’s a cultural effort that will manifest itself in our advertising, product assortment and how employees go to work every day.”
“Taking Care of Business”, said Mr. Rubin, “is the umbrella of how we’re trying to differentiate ourselves. This is laying the foundation for the personality of the company as a whole.”
Moderator’s Comment: Is Office Depot on the right track with its “Taking Care of Business” strategy? What will it take for the retailer to truly differentiate
itself from others competing for this very same customer base?
In addition to a NASCAR sponsorship, radio, in-store signage, etc., “Taking Care of Business” is said to be the central theme around employee training at
Office Depot in 2005. –
George Anderson – Moderator
- Office Depot motto returns to `taking
care of business – The Sun-Sentinel
- New Office Depot ads take care of business – USA Today