DISCUSSION
Will rebranding deliver the results that Staples needs?
Written by George Anderson
Less than two years ago, Staples launched the first campaign in its history focused exclusively on business customers. Two days ago, the office supplies retailer announced it is rebranding itself as a “worklife fulfillment company” with a new logo and five private label brands. Staples will also enhance its digital efforts with The Loop, an online product solutions guide, plus a planned website redesign and amped-up social media push using the hashtag #WorkLifeSolutions.
The new logo, which looks like a staple, “is symbolic of the commitment we are making to our customers,” said Marshall Warkentin, Staples chief marketing officer, in a statement.
“They are innovative, forward-thinking problem-solvers, and it’s important for them to know that we are, too,” said Mr. Warknetin. “Our solutions for Worklife extend well beyond business essentials. We have expertise in furniture, technology, pack and ship and facilities. And we are partners to our customers every step of the way.”
Among Staples’ new private labels is the TRU red line of business essentials, which includes such items as pens, notebooks and shredders. Union & Scale is a line of workplace furniture and NXT Technologies includes wireless chargers and other tech products and accessories. The Coastal Professional line includes products such as janitorial carts and cleaning supplies. Perk, said to be “coming soon,” is billed as “breakroom essentials with just the right touch of personality.”
Staples CEO Sandy Douglas said the company’s focus on “worklife fulfillment” is driven by the passion of its customers.
“Worklife fulfillment is about helping businesses of all sizes as they create the most dynamic and productive work environments for their teams,” said Mr. Douglas, who was a 30-year veteran of Coca-Cola before joining Staples last year.
“Our customers deserve more than just an algorithm for ordering products for their business. They are creative, collaborative, idea-driven professionals, and the go-to person for their workplace,” he said. “Our team’s role in their success is to provide product and service solutions at great prices, and to understand their business needs.”
The Loop is Staple’s new product guide that can browsed online or downloaded. It focuses on helping business customers with recommendations for building efficient teams, decluttering work space and tips for creating effective presentations.
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