cmo of the future [inbound 2014]

CMO of the FutureConnecting the dots…

Alison CorcoranSVP Marketing, US Stores & Online • Staples

Even the meaning of “Easy” has changed.

Retailers have more dots to connect.

How to build relationships with valuable business customers

Small Business customers believe Staples is the best at:

• Taking care of small businesses

• Having the most knowledgeable associates

• Delivering the best customer service

• Having the best product selection

• Being the easiest place to buy office supplies

Every week, over 2M Small Businesses make a purchase at a Staples store or on Staples.com

9.2M small business customers shopped last year

51% shop both channels

10% make 11+ transactions annually

I ran out or need something fixed.

We make it easy:

I need help reaching my goals.

We make it easy:

• To buy supplies• To make copies• To print documents• To maintain equipment• To furnish your office

• To run your business• To grow your business• To learn new things• To build relationships• To do what you love

Our challenge, moving from transactions to engagement

Today Repeat transactions

Tomorrow Continuous engagement

Staples.com and Email drive the most store visits

0%

5%

10%

15%

20%

What marketing influenced your visit to a Staples store?

Customer Purchase Path: What Sources Are They Using Pre-purchase?

ServicesConsumables Durables

Didn’t use any 16% 19 29 21 16 21 24 9 11 12 13 12 11 12 11 11 17 22

Usual purchase 26% 46 37 42 49 44 44 18 12 12 15 16 14 19 14 11 39 18

Print ad 3% 1 1 2 2 3 2 4 3 5 2 4 3 5 3 5 1 1

Referral 10% 3 5 2 3 3 2 14 18 14 17 5 8 14 8 8 13 34

Sales associate 8% 3 4 1 1 1 1 18 14 11 12 5 10 18 9 9 11 12

Online coupon 7% 9 8 11 12 9 7 5 6 9 3 5 8 2 8 7 10 2

Online ad 6% 3 2 3 5 6 3 7 9 7 3 7 9 7 7 10 6 2

Printed coupon 6% 10 6 14 9 9 6 3 3 5 3 8 6 3 7 5 9 2

Manu. Website 10% 4 3 2 4 1 3 21 26 18 19 8 15 17 9 11 6 8

Store circular 8% 5 4 13 7 9 7 11 7 9 5 10 13 6 12 10 4 3

In store display 11% 3 5 9 4 8 7 11 13 13 7 15 16 18 20 19 5 6

Online reviews 15% 1 2 2 1 1 2 28 33 27 28 19 31 25 17 21 6 11

Retailer website 19% 12 12 12 13 12 16 26 27 23 22 21 27 24 22 30 16 11

Searched online 23% 10 12 9 8 8 12 36 39 41 37 27 35 29 28 36 14 17

Media Effectiveness

• Email, Circular, Paid Search & Display are most important sales drivers to stores and online

• Fastest growth coming from digital media

• Targeted Direct Mail to business customers an effective tool

How our Customer researches and shops impacts media effectiveness Sales Impact by Vehicle

Our Vehicles

Almost everything we do drives transactions not engagement

Broad-based

Personalized

Targeted

NewGeoTargeted

Online Circular, Customer Targeted

Site and Deals, and Paid Display

Targeting

Targeted Paid Search, Social Campaigns w/Targeted Media,

Mobile

CRM, Personalized Email,

DM, PRO, SAMs targeting (site, account

managers, Email), Premier Rewards

Paid Search, Social Posts, PR, Affiliates

DM, Email, Mass Rewards

TV, Radio, Circular, Site,

Display, Daily Deals

Traditional

How do we move from transaction to engagment?

Target Small Business Consumer

Consumer Small Business

Message DealsOffersProductsPrograms

DealsOffersProductsEngagementCustomer Service

ConversationContentCommunityStorytelling Solutions

Vehicles CircularRadioTVDMEMDisplaySearch, etc.

FacebookTwitterYouTube

LinkedIn CommunitySocial platforms with SMB focusSmall Business month

Traditional/Digital Social Contextual*

*Aligning content, conversation and community to the visitor’s mission, interests and social currency.

What does contextual marketing look like?

Seed, farm and harvest small business content

Join

Consume

Engage

Share

Community of small businesses with shared mission

Authentic conversations with small businesses

Extend reach to other small businesses

through member sharing and content

dissemination

20

Being part of the conversation give us unprecedented insight into small businesses

Customer-First Innovation

Services

ProductsMessaging

Listen

Respond

ContributeShare

Solve

InsightUnmet Needs

Content

21

SearchPush Your Business Forward Facebook contest launched

Direct Mail In-store Small Business Showcase

Email Marketing

Constant Contact Webinar: Email & Social Media

Social Media Twitter Party withexpert Steve Strauss

Social

EmailOnline

YOU COULD WIN!

In-StoreReceipts

Staples Business Hub

921%Growth

25%Growth Over

Last Year

80%Growth Over

Last Year

Small Businesses Engaged

Facebook Fans

Twitter Followers

When we connect the dots,we connect with customers.

Alison CorcoranSVP Marketing, US Stores & Online • Staples, Inc.