Office supplies had become commoditized and customers increasingly turned to Amazon for quick and easy fulfillment. In addition, “work” had changed; more people were freelancing, and supplementing full time jobs with gigs that fed their hobbies and passions.
Targeting customers who were committed to lifelong learning, Staples reinvented themselves as “The Working and Learning Company”. Beyond products, customers wanted support, advice and connection to a likeminded community. This necessitated drastic changes to their customer experience, both online and in-store.
Staples US Retail
Community first ecommerce
Community was core to the strategy, so we reimagined a hyper-local, geo-targetted, seasonally relevant, e-commerce experience. Content, product reviews, product solutions and services were all localized. Customer profiles were built both organically and through data we could infer. We prioritized community and the end product, over standard criteria like price and product description.
Retail to build community
The physical retail space was reprioritized, and thirty to forty percent of previously merchandized space was dedicated to networking, customer-led learning, product discovery and community building.
Community Business Directory
Staples created a free community business directory where businesses could create a profile. Select businesses were featured and their stories were shared on Staples platforms and as part of omni-channel campaigns.
Loyalty driven by community
Beyond a traditional earn + burn model, Staples explored how they could evolve their loyalty program and bring the strategy to life. They realized they could:
Geotarget content, recognizing customers in the community where they shop and for engagement or actions (like recycling)
Give customers access to exclusive products, services, content, and experiences
Let customers decide how they earn, spend, or donate their rewards back to their community
A new value proposition
In partnership with their AOR, MUH-TAY-ZIK / HOF-FER, we helped Staples launch an omnichannel campaign that led with the promise that Staples had every tool to take on, working, learning and ultimately, tomorrow.
My Role
As Creative Director, I partnered with our Director of Customer Experience to conceive how the strategy came to life. I led a team of UX designers, Art Directors, was a trusted advisor to the In-House Creative Director and oversaw the build with the Staples Dev Team. I presented and sold much of this work to the Senior Leadership Team and the CMO.
The Team
Creative Director, Digital: Bronwyn Anderson
Creative Director, Brand: Ashley Leder
Creative Director, Enviro: Cristiano Cartolano
Director, Customer Experience: Kevin Hisko
Senior Art Director, Digital: Christina Pinto
Senior Art Director, Digital: Nelson Wong
Director, Digital: Dustin Nantais
Digital Product Owner: Adam Wasserman
Comms Campaign: MUH-TAY-ZIK / HOF-FER
Tech Partner: AdeptMind