Staples: The Super Office Supply Store?
I’ve been a big fan of Staples for a long time. I always loved going in for Post-It Pads and coming out with the latest gel pens, electronic gadgets and other cool office stuff.
But lately my ardor has become a little lackluster. I’m concerned about Staples’ latest strategic move to store branding. They’ve plastered a red and black label on every category in the store. And, it’s ugly.
But even ugly sells. There’s a saying in retail: “If it smells, it’ll sell.” So, maybe Staples can sell their ugly brand look because they have taken a position on price. But I doubt that the private label strategy will work, because they’ve missed the whole point.
It’s about giving your buyers brand choices, Staples, not just low price. Research shows that only about 25% of all buyers are price buyers and Staples is now catering to those shoppers instead of focusing on loyal brand users like me who love the brand choices they used to have. And that ’s a shame. But then, I’m just one customer…
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
