The company is restyling its marketing to steer itself away from its origins as an office supplier.
Boston Globe reported that Staples will commence a “rebranding campaign” next week by launching “nationwide television commercials”.
The TV ads are memorable for not mentioning Staples store and the showing of products is minimal and according to the article there is no mention of discounted products.
The focus is on the managers of offices and buildings and the maintenance work they do on copiers and restocking amenities with the high-light being Staples delivery service.
Managers are seen as critical to the revival of Staples as they are the ones who make all the decisions on buying. Frank Bifulco, Chief Marketing Officer, Staples, said: ‘‘We wanted to tell a new Staples story It’s going to convey to all audiences that Staples is much more than a retail office-supply company.’’
Staples has also partnered with Xerox to deliver a new tool for mobile workers. The Xerox print stations are a big hit with customers as the solution enables SMBs and mobile workers access to printing, faxing, copying and scanning services whilst they are “on the go”.