menu

Staples’ Mobile Innovation Plays Pivotal Role In Retailer’s Transformation

Staples’ Mobile Innovation Plays Pivotal Role In Retailer’s Transformation
Advertising

The recent launch of version 2.0 of the office supply retailer's iPhone app offers insight into the company's growing success with their mobile business strategy.

Paloma M. Vazquez
  • 5 december 2011

Staples’ latest iPhone app (2.0) has redesigned its signature Easy Button into a mobile shopping accelerator, adopting several features to respond to the dynamic needs and use cases of its small business clientele. But perhaps more interestingly, the process undertaken by Staples to adapt to and drive the growth of its mobile business depicts a company whose growing success with its mobile strategy has the opportunity to influence and reshape its broader retail business strategy.

Following its mobile site redesign a few months ago, Staples experienced an acceleration in customer adoption of its mobile site, which now accounts for about 14% of all online activity — exceeding recent benchmarks from the holiday season. To adapt to this growth in customer demand, Staples conducted ethnographic research to identify and understand multiple use cases for small businesses. The results were several feature improvements for the mobile app, stemming from the needs of small business: a feature specifically for timely printer cartridge replacement, synchronization of shopping lists across both desktop and app, and barcode scanning to maintain inventory of supplies that are running low. Also of note, is the addition of an in-store mode that activates if a user checks in at a Staples retail store. That setting will prioritize different features, including a coupon wallet to utilize in-store.

Staples’ adaptive approach to improve its mobile app’s small business utility has already begun to influence increased repeat usage and purchase; the learnings and data it generates over the next quarter will provide further clarity and insight for subsequent improvements. The next step for Staples in the transformation of its mobile and offline retail business is to converge the various databases across its core channels — call centers, web assets and mobile.

We believe the growing success of its adaptive mobile business strategy can serve as a resource and model to drive the transformation of the retailer’s total business. The  process employed to identify small business use cases — and design feature sets and solutions to address them — can inform and influence the development of broader use cases that paint a picture for how customers behave across the call center, desktop and in-store platforms, uses cases can and should be comprehensive and limited to one or two channels. The mobile team’s process can also inform use cases for other types of customers: individuals with home offices, or larger businesses. Additionally, the revised mobile app will provide rich data to inform a better understanding of customers’ shopping behavior across mobile, keyboard, and store channels.

We’ll be interested to learn more about the new app’s impact on sales, visitation and usage behavior over the next quarter, and on how Staples’ mobile strategy is influencing and transforming its broader business.

Mediapost: Staples Turns Easy Button Into Repackaged App

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile Yesterday

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture Yesterday

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Work

See All
Design Yesterday

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion Yesterday

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

PURPLELIST EXPERTS

Shantell Martin

Arts & Culture, Technology, Art

Syndicated Yesterday

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability Yesterday

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture Yesterday

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture Yesterday

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising Yesterday

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising Yesterday

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture Yesterday

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Yesterday

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia Yesterday

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising Yesterday

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.