ntmc conference march 2012. 2 agenda staples overviewstaples overview our customerour customer brand...
TRANSCRIPT
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NTMC Conference
March 2012
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Agenda
• Staples OverviewStaples Overview
• Our CustomerOur Customer
• Brand PositioningBrand Positioning
• Print ProgramPrint Program
• Q&AQ&A
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Staples Overview
• Invented office supply superstore concept in 1986Invented office supply superstore concept in 1986
• World’s largest office products companyWorld’s largest office products company
• $25 billion in sales $25 billion in sales
• North American Retail, North American Delivery, North American Retail, North American Delivery, InternationalInternational
• 90,000 Associates, serving 26 countries90,000 Associates, serving 26 countries
• Serve customers worldwide through 2,000+ Serve customers worldwide through 2,000+ superstores, e-commerce, catalogs and contract superstores, e-commerce, catalogs and contract businessesbusinesses
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Office Supply History
• 25 years ago, there were only two ways to buy 25 years ago, there were only two ways to buy office supplies:office supplies:– Contract StationersContract Stationers
– Corner StoreCorner Store
$0.86 $3.68
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Key Retail Customer Segments
• Employs less than 20 Employs less than 20 employeesemployees
• Responsible for purchase of Responsible for purchase of office suppliesoffice supplies
• Owner or Office ManagerOwner or Office Manager
• Higher income and Higher income and education leveleducation level
• Primary targetPrimary target
• Home office, 2+ computers Home office, 2+ computers in homein home
• Higher income and Higher income and education leveleducation level
• Secondary targetSecondary target
• Primary emphasis during Primary emphasis during Back to School and HolidayBack to School and Holiday
Small Business
Home Office
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Staples Easy Brand Promise
We Bring Easy We Bring Easy To Your OfficeTo Your Office
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Why Easy?
• Fair pricesFair prices
• Broad selectionBroad selection
• Great locationsGreat locations
RetailRetail
• Courteous and Courteous and helpful associateshelpful associates
• Easy to find what Easy to find what you needyou need
• First choice items First choice items in-stockin-stock
• Fast checkoutFast checkout
“Antes” for Staples
Easy “Triggers” for Staples
DeliveryDelivery
• Easy to shop and Easy to shop and buybuy
• Next Day perfect Next Day perfect orderorder
• Make it right for Make it right for the customerthe customer
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Media Team
The Staples Media Team:The Staples Media Team:
• Partners with 600+ newspapers nationwidePartners with 600+ newspapers nationwide
• Negotiates contractsNegotiates contracts
• Recommends newspapers and print productsRecommends newspapers and print products
• Optimizes distributionOptimizes distribution
Mansi Media:Mansi Media:
• Executes and confirms insertion ordersExecutes and confirms insertion orders
• Receives and reconciles all invoices; handles billing Receives and reconciles all invoices; handles billing issuesissues
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Print Program
• Consists of Circulars and some ROPConsists of Circulars and some ROP– FSI focus around Grand OpeningsFSI focus around Grand Openings
– Circulars flighted based on seasonality and previous year Circulars flighted based on seasonality and previous year performanceperformance
– Testing ROPTesting ROP
• Newspapers chosen based on the following:Newspapers chosen based on the following:– Paid, daily circulationPaid, daily circulation
– Coverage around store’s trade areaCoverage around store’s trade area
– Strong editorialStrong editorial
– Opt in products given strong consideration if >4% Opt in products given strong consideration if >4% incremental coverageincremental coverage
• Consider multi-year contractsConsider multi-year contracts– Create “win-win” for both Staples and the newspaperCreate “win-win” for both Staples and the newspaper
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How can we best work together?
• Strong stewardship of the Staples accountStrong stewardship of the Staples account– Help us achieve our positioning and distribution Help us achieve our positioning and distribution
requirementsrequirements
– Initiate updates on insertion orders (rate/quantity)Initiate updates on insertion orders (rate/quantity)
– Quick response Quick response
• Flexibility and innovation—the business climate has Flexibility and innovation—the business climate has changed and newspapers need to adaptchanged and newspapers need to adapt
• Keep Staples informed of industry trends and Keep Staples informed of industry trends and changes at the newspaperchanges at the newspaper– Including competitive climateIncluding competitive climate