Staples Enhances Presence As Omni-Channel Retailer
By Anna Rose Welch, Editorial & Community Director, Advancing RNA
Company improves online storefront, announces future launch of mobile website and app
Staples, the office supply giant and second largest online retailer, announced that it has improved its online storefronts, Staples.com and Staples.ca, in order to give customers a more seamless omni-channel experience. The company says the new online storefront will provide customers with more products, deals, and ways to shop, along with easier navigation and a faster check-out process. The online storefronts will soon be integrated with new versions of Staple’s mobile website and mobile app, both of which the company plans to launch in the near future, ensuring customers will have various methods to browse and purchase items.
The new storefronts rely on a more simple design featuring larger images, less text, and better integration with Staples Rewards in the U.S. According to Faisal Masud, EVP of Staples global e-commerce, “Customers will notice improvements on the new Staples online storefronts right away, from the modern and clean design, to the page load time and search results. We overhauled the entire user experience to make it easier for shoppers to find products, and the new functionality also lets Staples serve-up more relevant deals and personalized pricing.” With the holidays right around the corner and a majority of consumers beginning their holiday shopping earlier this year, the timing could not be better for the company. These new adjustments to the website should enable customers to find and purchase gift items more quickly and help the company secure more holiday sales.
In addition to offering a smoother online experience, Staples is also guaranteeing its customers a more personalized shopping experience with better prices. Earlier this month, Staples announced it had acquired Runa, a San Mateo, CA company, in order to personalize products, offers and delivery estimates. In the past, Runa has worked closely with Rovio and eBay companies, and now is bringing several key products to play in Staple’s online enhancements. These products include PerfectOffer, which provides data-driven, personalized offers in real-time, and PerfectShipping, which personalizes delivery estimates and free-shipping offers. To support the addition of Runa into the company, Staples is using the Runa facility in San Mateo as a new lab and will be hiring more employees at the site to ensure a smoother integration.
Similarly, starting November 3rd, Staples will begin offering its Price Match Guarantee in which Staples will price match items sold and shipped by Amazon, as well as other retailers selling goods online and in-store. Staples Price Match Guarantee, like all of the other online improvements, should also make it easier for the retailer to compete against Amazon and other retailers this holiday season.