Staples Way! ‘That Was Easy’

Business 2.0 has an article on Staples new marketing initiative. With tough competition from Office Depot and Office Max, the office supply chain was in declined path in terms of revenue and market share.

There was a new marketing initiative, focusing on building the brand and making the moves which would promise a good shopping experience for the customers. Like moving the office chairs to floors, where customers can sit and experience them.

The biggest part of this initiative was a face list; they came out with one liner ‘That was Easy’. There were commercials in super bowl, and in prime slots. The idea was to give a new dimension to this image building activity. And they also create an Easy button.

The website has a downloadable ‘Easy’ button, which customers can download and keep it on the desktop. This would directly take them to Staples website. More ever, they started selling ‘Easy’ buttons; the millionth button will be shipped this summer. This was viewed as a modern day stress ball, on hitting on this button, it says “That was Easy”.

What really fascinates me is the marketing strategy they adopted in building the new image. That’s really commendable.