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Staples, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Based in Framingham, MA, Staples, Inc. is an internationally based office supply company. Office products, supplies, and furniture are sold through retail locations, online, and catalog operations. Staples is made up of two contract divisions, Staples National Advantage and Staples Business Advantage target multi-regional and regional companies, respectively.

Main Telephone (508) 253-5000
Main Fax (508) 253-7613
Primary Address
500 Staples Drive
Framingham, MA 01702
USA

Staples, Inc. Contacts

Contacts (5/68)
Name Title State
Shira G. Chief Executive Officer MA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (508) 253-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 500 Staples Drive
Framingham, MA
01702
USA

Joe D. Vice Chairman MA
Christine K. Chief Financial Officer MA
Faisal M. Executive Vice President, Global eCommerce & Chief Digital Officer MA
Frank B. Executive Vice President, Global Marketing MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Staples, Inc. ********
Staples Stadium *
Staples.com *

Agency Relationships


Brand Agency Service From To
*******, ***. ****** public relations 2004 present
*******, ***. ********* Digital: Display 2016 present
*******, ***. ********* Digital: Display 2016 unknown
*******, ***. ***** & ********* creative 2012 present
*******, ***. ************ AOR - creative, digital 2013 present

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DailyVista

Score 70 – Account in Jeopardy: Staples struggles continue, look for digital, omnichannel opps


Subject: traditional, newspapers, TV, digital, omnichannel

Company: Staples, Framingham, Mass.-based office supply company.   

Opportunity: The company has undergone a rebranding and cost-saving campaign after a series of down quarters, so look for continued spending in digital and omnichannel areas.

Additional Insight

Executive Shifts: In June, Staples named Frank Bifulco EVP of marketing, a newly created role. Bifulco’s appointment came on the heels of SVP of global marketing Steven Fund’s departure.  Bifulco came to the company just after a rebranding campaign that featured a new logo, tagline and ad campaign (research  here).

New Product Launch: Staples added 250,000 products on Staples.com in categories like furniture, teaching and education, tools and hardware and business technology. Staples has also added Apple products, such as iPhiones, recently and is anticipating sales boosts from new product launches this fall.  The company also intends to continue remerchandising. North American  President Demos Parneros expects that by fall, Staples will have a second round of reflow in stores as they continue to replace unproductive SKUs and categories with “newer, fresher more relevant business.” Items in categories such as breakroom and cleaning have become more popular and is an area of potential growth for the company.

Sustained Struggles:  Same store sales fell 5% in Q2, driven by a 4% decline in customer traffic and a 1% decline in average order size year-over-year. Computer and technology sales were down “double-digits” during Q2, while ink and toner, core office supplies and paper declined year-over-year as well. 

In the Q2 earnings call Wednesday morning, CEO Ron Sargeant said the company will be “more targeted with marketing and promotional strategies.” During Q2, the company increased marketing investment and will continure to do so through the end of the year. Staples will also build on its omnichannel offerings, the most recent of which is a Buy Online pick up in store option that was launched in July.

Store Closings: Staples has already closed 96 stores in the first half of 2014 and plans to close around 50 more through the end of 2014 and another 85 in 2015. This is part of the “aggressive action” taken by the company to reduce retail expenses. Sargent said it is “obvious” that the office super store industry is “over stored” in the US, pointing to Staples closures as well as Office Depot and Office Max’s closing of 400 stores.

The cost savings for closing the estimated 225 stores in approximately $43 million once all are closed. 

Competitors:  Staples biggest rival is Office Depot, which acquired Office Max last year, but the office-supply retailer also competes against online giant Amazon.com

Media Spend: Last year, Staples spent $92.8 million in measured media, a decline from 2012′s $118.7 million. Most of this was spent on newspapers, search ads and cable and network TV.

Agency Relationships: According to The List, mcgarrybowen is Staples’ AOR.

Staples, Inc. 
500 Staples Dr.
Framingham, MA 01702
(508) 253-5000

Gwen Brady
Director, Product Marketing
(508) 253-5000
gwen.brady@staples.com

Frank Bifulco 
Executive Vice President, Marketing
(508) 253-5000

Demos Parneros 
President, North American Stores & Online
(508) 253-8602
demos.parneros@staples.com