For Staples, it’s no longer just about office supplies
These days, even the place where you get printer ink and paper clips -- or smartphones -- wants more. It wants a relationship.
You might think that, for a company like Staples, it’s all about having the cheapest paper or the widest range of printer inks.
It’s certainly about the products, Senior Director for Customer Analytics Mark Pickett told me recently, but it’s mostly about “how we engage with the customer.” (He will be speaking about “How Staples Used Martech to Transform Marketing and the Enterprise” at our MarTech Conference this October in Boston.)
“What we’re doing is trying to establish a relationship,” he said. That echoes most other modern brands, but how does one establish a relationship when you just need some new printer ink?