June 14, 2007
Staples Tries to Take the Easy Way Up
Staples “easy button” ad campaign has made a big impression on individual and small business consumers and the result has been a market-leading share of the office supplies business, according to the Rocky Mountain News.
Last year, Staples booked $18.2 billion in revenue, outpacing Office Depot ($15 billion) and OfficeMax ($9 billion).
The “easy button” began as central visual element in Staples’ new ad campaign and was picked up on immediately by consumers who came to the chain’s stores looking to buy their own buttons. Eventually, the office supply retailer began selling the large red buttons ($4.98) in its stores and online.
Tim Bernicke, Denver District Manager for Staples, said the “easy button” clearly defines the company’s reason for being. “It’s our whole philosophy, trying to make it easy for small-business customers,” he told the Rocky Mountain News.
Consumers can bring the “easy button” right to their desktop by downloading an application from Staples’ “Take it easy” website. The application enables customers to search online for a product and either find a local store with the item or go directly to the company site to make a purchase.
Among the areas where Staples is looking to make life and business easier for its customers is in the area of “green” products.
The company began publishing its Staples’ Soul corporate responsibility report that, among other things, points out the steps it is taking to seek out “green” product suppliers and also reduce its environmental footprint. Staples reported that by the end of last year, it offered nearly 3,000 items for sale with recycled content.
Recently, Staples announced a recycling program for personal computers and office equipment. For a fee of $10 per item, Staples will recycle items that companies and consumers no longer have a use for.
The company drew praise from the U.S. Environmental Protection Agency for the program. “It’s not always easy being green. However, through the leadership of Staples, Americans will see that preventing pollution by recycling unwanted electronics is as easy as it gets,” said Stephen L. Johnson, Administrator of the EPA.
Discussion Question: What is it about the Staples “easy button” that has made such a quick, and clear impression on consumers? Are there lessons from Staples’ “easy” campaign that can serve as a lesson to other retailers?
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The answer is easy – human beings like things that are easy, not hard. And as other have mentioned, if the promise of “easy” is kept by the company, as Staples is doing, then it all works. Years ago, I was a brand manager for a product that was not the market leader. I ran a similar “easy” campaign, and I passed up the market leader and eventually acquired them. I learned firsthand that “easy” is even more powerful than “free” or “sale”.
I have to reinforce the first two comments. Based on my experience with Staples as a small business owner, and my observations as a retail industry analyst, they deliver on the promise.
Fast, convenient, competitive prices, loyalty rewards, easy to navigate stores and web site, liberal return policies, knowledgeable staff, integrated in-store and online operations that present a unified view to the consumer and provide a unified view to management.
I’d call that an retail industry leader, with room to grow. The stock is still a “buy.”
The EASY button campaign has been a success because it’s all about the customer. Staples has a clear focus right now and that is on the customer. The marketing campaign was a winner and the selling of their marketing campaign is so smart. Why not have everyone buy an EASY button?! More importantly, the marketing was great but Staples deserves applause for execution. They have focused on delivering product to the store and the consumer, thereby giving the small business owner exactly what they want at competitive prices. They are also visionary and reaching out, starting new services that make sense: recycling of computer parts, cell phone batteries and ink cartridges. Staples is hitting on all cylinders right now and it seems they have built a solid team!
People communicate with me via office phone, cell phone, email, and snail mail. I get news from TV, radio, RSS, and Podcasts. I have responsibilities to my family, church, clients, neighbors, business associates, social organizations and community. The stock market is up and the stock market is down, and no one seems to know why. Some of my fellow citizens are sacrificing life, family and livelihood to install a democracy in a region of the world that doesn’t seem to want it. Other countries seem to want to destroy us and are acquiring the means to do it.
Now you offer to make my life “easy.” I’ll take it.
Staples likes to keep things simple, which means convenience. The low prices reinforce customer loyalty. The web site works well and delivery is usually the next day. The stores generally have almost no lines, with very few stockouts. As retailing goes, this describes Nirvana.
The big lesson is it’s not about price! The best campaigns–the ones that create buzz and have staying power–revolve around an idea that is not focused totally on price. Even Southwest airlines, which has a great image and buzz is not all about price. They pride themselves on their attitudes and people. Saturn automobiles used to have this, a great car priced right but more importantly there was an image, a lifestyle that was part of the brand and their image. When they lost their “lifestyle” they lost their sales…it had nothing to do with price.
As was already mentioned, slogans are empty promises unless backed up by good customer service. Other retailers need to do this in a big way. I recently purchased a flat screen from a major electronics retailer and went through one of their divisions thinking I would get better service and more intelligent answers to my questions. They sold me a consulting appointment where they proceeded to sell me HDMI cables that cost $300 per 12 ft. cable and they insisted I needed two. When I decided to hire someone else to do my installation, I went back to the chain to return the cables, as the new installer gave me a better price. They were not able to take the cables back as they did not have a SKU number. By the way, this took no less than 3 – 4 managers to try to figure out and over two hours of waiting.
Unfortunately, that was just the beginning of the problems…
– My order was out of stock, so I needed to return one week later.
– I had to rent a car large enough to accommodate the flat screen, but when I arrived they couldn’t find the right model number of the TV and were not sure that they could find the speakers either.
– When finally picking up the order, the price of the speakers had gone up considerably because they had introduced a new model number.
– The flat screen was finally installed with the fancy $600 HDMI cables but all we got was a message on the black screen that said, incompatible signal received.
– After numerous calls/transfers with Cablevision, I learned the $600 wires, will not work with the Sharp TV I purchased
– Meanwhile, this means that the HDMI wires behind my wall would need to be ripped out and the proper component wires put in.
– On Cablevision’s recommendation, I called Sharp, after being put on hold numerous times, tells me that yes, after doing some checking, they are not compatible with Cablevisions HD box as Cablevision is on a newer platform, 1.3 vs. 1.2 even though I purchased Sharp’s newer model.
Sorry for the rant, but it seems to me that this retailer, being one of the largest sellers of flat screen televisions, and the manufacturers and the cable companies who are shoving flat screen and HD down our throats can at least have some sort of standards established so that things work. Maybe the easy button is too much to ask for, but it should not be this hard.
P.S. My son who is home from Boston College was able to connect the component wires so that it all works, although we now have component wires hanging in front of the fireplace.
The Easy button marketing campaign was a stroke of genius and the fact that the stores are trying to live up to the hype really brings it all together. Reminds me of the Wendy’s campaign of “Where’s the beef?” in simplicity and reach. We all love a quick phrase or concept that catches on and this fits that perfectly. This concept is an easy one for Staples to instill in their employees too and that is another thing that makes it work so well. I agree with Bill that anything that promises to make our lives easier in these stressful times has to be a good thing.
The reason for Staples success is not a catchy, advertising campaign, but instead a focus on the basics of successful retailing, including great customer service, product selection and competitive prices. This along with an easy to use website gives the consumer a positive, simple experience that encourages return purchases from their most loyal segment (and the most profitable) – business users.
Staples’ growth and positive earnings will continue because they understand these concepts as well as how they must continue to provide the best customer service for their clients. This is no secret, and can be seen in this channel as well as other great retailers in other channels; i.e. give the customer what they want, at a reasonable price, with great customer service, and you will be successful.
As a small business owner myself, I was already a loyal Staples customer. The Easy Button campaign made me think about why I was a Staples customer. The answer to me is the fact that they back up the Easy Button with good customer service in the stores. I buy all my business supplies at Staples because the people know me by name (unusual in this day & age) and they will take me to the correct aisle, go to the back room, etc., when I need help!
I have tried the other 2 players in this category and have never received the same level of help. As in all advertising, slogans are empty promises unless they are backed up by actions, and Staples does just that!
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The answer is easy – human beings like things that are easy, not hard. And as other have mentioned, if the promise of “easy” is kept by the company, as Staples is doing, then it all works. Years ago, I was a brand manager for a product that was not the market leader. I ran a similar “easy” campaign, and I passed up the market leader and eventually acquired them. I learned firsthand that “easy” is even more powerful than “free” or “sale”.
I have to reinforce the first two comments. Based on my experience with Staples as a small business owner, and my observations as a retail industry analyst, they deliver on the promise.
Fast, convenient, competitive prices, loyalty rewards, easy to navigate stores and web site, liberal return policies, knowledgeable staff, integrated in-store and online operations that present a unified view to the consumer and provide a unified view to management.
I’d call that an retail industry leader, with room to grow. The stock is still a “buy.”
The EASY button campaign has been a success because it’s all about the customer. Staples has a clear focus right now and that is on the customer. The marketing campaign was a winner and the selling of their marketing campaign is so smart. Why not have everyone buy an EASY button?! More importantly, the marketing was great but Staples deserves applause for execution. They have focused on delivering product to the store and the consumer, thereby giving the small business owner exactly what they want at competitive prices. They are also visionary and reaching out, starting new services that make sense: recycling of computer parts, cell phone batteries and ink cartridges. Staples is hitting on all cylinders right now and it seems they have built a solid team!
People communicate with me via office phone, cell phone, email, and snail mail. I get news from TV, radio, RSS, and Podcasts. I have responsibilities to my family, church, clients, neighbors, business associates, social organizations and community. The stock market is up and the stock market is down, and no one seems to know why. Some of my fellow citizens are sacrificing life, family and livelihood to install a democracy in a region of the world that doesn’t seem to want it. Other countries seem to want to destroy us and are acquiring the means to do it.
Now you offer to make my life “easy.” I’ll take it.
Staples likes to keep things simple, which means convenience. The low prices reinforce customer loyalty. The web site works well and delivery is usually the next day. The stores generally have almost no lines, with very few stockouts. As retailing goes, this describes Nirvana.
The big lesson is it’s not about price! The best campaigns–the ones that create buzz and have staying power–revolve around an idea that is not focused totally on price. Even Southwest airlines, which has a great image and buzz is not all about price. They pride themselves on their attitudes and people. Saturn automobiles used to have this, a great car priced right but more importantly there was an image, a lifestyle that was part of the brand and their image. When they lost their “lifestyle” they lost their sales…it had nothing to do with price.
As was already mentioned, slogans are empty promises unless backed up by good customer service. Other retailers need to do this in a big way. I recently purchased a flat screen from a major electronics retailer and went through one of their divisions thinking I would get better service and more intelligent answers to my questions. They sold me a consulting appointment where they proceeded to sell me HDMI cables that cost $300 per 12 ft. cable and they insisted I needed two. When I decided to hire someone else to do my installation, I went back to the chain to return the cables, as the new installer gave me a better price. They were not able to take the cables back as they did not have a SKU number. By the way, this took no less than 3 – 4 managers to try to figure out and over two hours of waiting.
Unfortunately, that was just the beginning of the problems…
– My order was out of stock, so I needed to return one week later.
– I had to rent a car large enough to accommodate the flat screen, but when I arrived they couldn’t find the right model number of the TV and were not sure that they could find the speakers either.
– When finally picking up the order, the price of the speakers had gone up considerably because they had introduced a new model number.
– The flat screen was finally installed with the fancy $600 HDMI cables but all we got was a message on the black screen that said, incompatible signal received.
– After numerous calls/transfers with Cablevision, I learned the $600 wires, will not work with the Sharp TV I purchased
– Meanwhile, this means that the HDMI wires behind my wall would need to be ripped out and the proper component wires put in.
– On Cablevision’s recommendation, I called Sharp, after being put on hold numerous times, tells me that yes, after doing some checking, they are not compatible with Cablevisions HD box as Cablevision is on a newer platform, 1.3 vs. 1.2 even though I purchased Sharp’s newer model.
Sorry for the rant, but it seems to me that this retailer, being one of the largest sellers of flat screen televisions, and the manufacturers and the cable companies who are shoving flat screen and HD down our throats can at least have some sort of standards established so that things work. Maybe the easy button is too much to ask for, but it should not be this hard.
P.S. My son who is home from Boston College was able to connect the component wires so that it all works, although we now have component wires hanging in front of the fireplace.
The Easy button marketing campaign was a stroke of genius and the fact that the stores are trying to live up to the hype really brings it all together. Reminds me of the Wendy’s campaign of “Where’s the beef?” in simplicity and reach. We all love a quick phrase or concept that catches on and this fits that perfectly. This concept is an easy one for Staples to instill in their employees too and that is another thing that makes it work so well. I agree with Bill that anything that promises to make our lives easier in these stressful times has to be a good thing.
The reason for Staples success is not a catchy, advertising campaign, but instead a focus on the basics of successful retailing, including great customer service, product selection and competitive prices. This along with an easy to use website gives the consumer a positive, simple experience that encourages return purchases from their most loyal segment (and the most profitable) – business users.
Staples’ growth and positive earnings will continue because they understand these concepts as well as how they must continue to provide the best customer service for their clients. This is no secret, and can be seen in this channel as well as other great retailers in other channels; i.e. give the customer what they want, at a reasonable price, with great customer service, and you will be successful.
As a small business owner myself, I was already a loyal Staples customer. The Easy Button campaign made me think about why I was a Staples customer. The answer to me is the fact that they back up the Easy Button with good customer service in the stores. I buy all my business supplies at Staples because the people know me by name (unusual in this day & age) and they will take me to the correct aisle, go to the back room, etc., when I need help!
I have tried the other 2 players in this category and have never received the same level of help. As in all advertising, slogans are empty promises unless they are backed up by actions, and Staples does just that!