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

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

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


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Yesterday

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture Yesterday

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Travel Yesterday

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment Yesterday

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Yesterday

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs Yesterday

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials Yesterday

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food Yesterday

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Yesterday

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work Yesterday

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail Yesterday

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Yesterday

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Yesterday

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.