"STAPLES" redirects here. For other uses, see Staples. Staples, Inc. NASDAQ: SPLS is the world's largest office supply retail store chain, with over 2,000 stores worldwide in 27 countries. The company has catalog and delivery businesses and serves customers in Argentina (as Officenet), Austria, Brazil (as StaplesOfficenet), Canada (via its Business Depot division, under the brand name Staples Business Depot), China, Denmark, France, Germany, India, Italy, United Kingdom and the United States.
Staples, Inc. sells supplies, office machines, promotional products, furniture, technology and business services. The company's first store was opened in Brighton, Massachusetts in 1986. The company is headquartered in Framingham, Massachusetts. It also does business via the Internet, through Staples.com, its website.[citations needed]
The L in the logo is a stylized staple.
History
The idea for Staples was created in 1985, while founder Thomas G. Stemberg was working on a proposal for a different business. He needed a ribbon for his printer, but was unable to obtain one because his local dealer was closed for the Independence Day holiday. A frustration with the reliance on small stores for critical supplies combined with Stemberg's background in the grocery business led to a vision for an office supply superstore.[1] The first store was opened in Brighton, Massachusetts in 1986. The 500th store was opened in Vero Beach, Florida, in 1996.
Office Depot merger
On September 4, 1996, Staples and Office Depot announced plans to merge. The Federal Trade Commission decided that the superpower would unfairly increase office supply prices despite competition from OfficeMax, because Office Max did not have stores in many of the local markets that the merger would affect.[2] Staples ultimately argued that chains such as Wal-Mart and Circuit City represented significant competition, but this argument did little to sway the FTC.
Dell
Staples has announced it will start selling Dell computers, monitors, ink, toner, and printers.
"The initial products offered at Staples will include Inspiron 1721 and 1521 notebooks, Inspiron 530 desktops, Dell 948 and 926 all-in-one inkjet printers, Dell 1320c laser printer, Dell SE198WFP 19-inch widescreen flat panel LCD monitor, and the Dell E228WFP 22-inch widescreen flat panel LCD monitor. Additionally, Staples will offer ink and toner for most Dell printers."[citation needed]
Other events and milestones
- 1990 - Begins western U.S. expansion to Los Angeles area
- 1991 - Helps found Canada’s first office superstore, The Business Depot LTD. First Business Depot store opens in Concord, Ontario Business Depot
- 1992 - Enters the European marketplace, investing in retail companies in Germany and the United Kingdom
- 1993 - Opens first store in the United Kingdom and launches Contract and Commercial division to serve multisite organizations and Fortune 1000 businesses
- 1995 - Restructures Staples Contract and Commercial into Staples National Advantage and Staples Business Advantage
- 1996 - Staples celebrates 10th anniversary and becomes Fortune 500 company while sales pass $3 billion.
- 1997 - Staples announces naming rights for Staples Center, Los Angeles' sports and entertainment complexsports stadium in Los Angeles
- 1998 - Staples launches staples.com, acquires Chicago, Illinois based Quill Corporation and is named to the Standard & Poor's 500 Index
- 1999 - Staples opens its 1000th store in Duluth, Georgia, launches StaplesLink.com for contract customers and launches in-store pack and ship services
- 1999-2001- Unsuccessful attempt to enter telecommunications arena - Staples Communications
was formed after purchase of Claricom (formerly Executone) from an investment group - later sold to Platium Equities and renamed Nextira.
- 2001 - Staples becomes the first office supply superstore to integrate its e–commerce site into its retail locations nationwide
- 2002 - Staples launches Staples Foundation for Learning and acquires Medical Arts Press, which becomes part of Quill
- 2003 - “Staples. We make buying office products easy.” is introduced as the new corporate brand promise, supported by the new tagline “Staples. that was easy.”
- 2004 - Staples enters the Latin American and Shanghai markets and expands European delivery business into Vienna, Austria and Denmark
- 2005 - Staples premiers the Easy Button and begins selling Staples brand products in Stop & Shop and Giant supermarkets
- 2006 - Staples celebrates its 20th anniversary, sales reach $18.2 billion and also acquires Thrive Networks, a Boston based Managed Services and Outsource IT provider for small businesses
- 2007 - Staples opens its first store in India; Staples also acquires American Identity, the United States' leading Promotional Products Distributor
- 2008 - Staples acquires Dutch office supplies company Corporate Express, one of the largest office supply wholesalers in the world. [3]
- 2008 - Staples launches 11 concept stores in the new england area featuring a large focus on small business and technology related services.
- 2008 - Staples introduces "Schmidlin" into its inventory.
Staples advertising
Throughout most of the company's history, Staples employed, in its American commercials and advertising promotions, the slogan "Yeah, we've got that.", signifying their wide selection of products. This slogan was retired in 2003, to be replaced with "That was easy." Expanding on that theme, 2005 ads featured a large red push-button marked "easy". In the UK, Staples had used the slogan "You want it. We've got it"; they have now changed it to "That was Easy".
Following a television campaign featuring the 'Easy Button', it was turned into a real product (available in English "easy", French "simple", and Spanish "fácil"). These buttons were shipped to stores in the US and Canada starting in the fall of 2005.
The Staples Snowbot was an advertising character that appeared in the United States, in television and print advertising during the 2000 and 2001 Christmas seasons.
The Snowbot was a robot shaped like a snowman who refuses to let go of the inkjet printer he has fallen in love with. After the printer is wrestled from his grasp, the robot utters a monotone "Weeping. Weeping." He is consoled by a Staples employee who offers him a surge protector or a computer mouse (depending on the ad) instead.
The robot's "Weeping. Weeping." catchphrase briefly became a popular meme on the Internet, and the ad itself was parodied in an American 2002 Christmas ad for Dell Computers, in which a robot hassles a shopper (including striking him with a candy cane) when he attempts to purchase a PC at an unnamed office supplies retailer.
Another ad style is used during its annual back-to-school campaign, in which the Christmas song "It's The Most Wonderful Time of the Year" is played while parents joyously shop for school supplies for their children, used for several years beginning in 1996.[citation needed]
Their 2007 Back to school campaign was "Totally organized. Totally Easy." and the 2007 Holiday campaign was "That holiday was easy"
Business ventures
In March 2005, Staples, Inc. and Ahold announced a joint collaboration in which all Stop & Shop Supermarkets and Giant Food stores throughout the Northeast will have a Staples branded store-within-store section that will sell traditional school and home office products in addition to copy and photo paper, ink cartridges, and technology products. The Staples store-within-store section debuted in July 2005.[4] In August 2006, Ahold announced the addition of the Staples section to all Tops Friendly Markets locations as well. [5]
In 2002, Staples acquired Medical Arts Press, a leading supplier in the United States of front-office and exam-room products for healthcare facilities, including medical, dental, chiropractic, veterinary, podiatric and eye care practices. Medical Arts Press carries over 18,000 products, including general office supplies, chart labels, end-tab folders, ink and toner, furniture, code books, postcards, breakroom supplies, and appointment books.
In 2004, Staples purchased British rival Office World from the Globus group. Rebranding of these stores to the Staples brand took place in 2005.
In 2007, Staples acquired and created Staples Industrial/Chiswick markets and distributes industrial and retail packaging, shipping and warehouse products to thousands of small and mid–sized manufacturers, distributors and retailers throughout the US and Canada. The company offers over 7,500 industrial and retail packaging and shipping products, and their product line includes a wide variety of polyethylene bags, corrugated boxes, tape, labels, protective packaging, mailers, retail shopping bags and related packaging supplies. Sales channels include Catalog/Direct Mail, the Internet and Outside Sales.
In 2007, Staples acquired Thrive Networks, an experienced IT services company that focuses on bringing Fortune 500–level IT support to small and mid–level businesses. The company provides 24x7 network monitoring and help–desk support, while delivering strategic technology consulting that helps customers achieve their business goals.
In 2007, Staples purchased American Identity, one of the largest global distributors of corporate branded merchandise. American Identity has since been rebranded as Staples Promotional Products.
In 2008, Staples acquired Corporate Express..
Environmental record
Staples, a major corporation, is getting good reviews for its environmental efforts. Ranked in the top 25 of EPA’s Green Power Partner, Staples is making efforts towards a greater environment.[6] In 2006 Staples offered more than 2,900 different office products incorporating recycled content. Staples is currently trying to pursue developing Staples brand products with green raw materials. [7] Staples has been applauded by forest protection organizations for its annual environmental progress report. In response to a 2-year campaign targeting the company, Staples, Inc. adopted a landmark environmental paper procurement policy in which it committed to dramatically increase the amount of post consumer recycled paper made available for sale and to phase out products originating from endangered forests. [8]Staples also introduced a environmental paper procurement policy, formalizing the company's commitment to protecting forest resources through environmentally sound paper procurement practices. "This is a significant moment for Staples and our commitment to environmental stewardship," said Staples' vice chairman Joseph Vassalluzzo. "We are proud of our solid history of dedication to the environment that has brought us to this important milestone. We now embrace the work ahead toward realizing our environmental goals. [9]
Staples Rewards
In April 2007, Staples introduced its new "Staples Rewards" program. Benefits include free delivery on online purchases (over $50) and a quarterly 10% rebate of purchases at the Copy and Print Center, and purchases of paper, ink, and toner. Previously Staples offered free delivery on any order for Staples Rewards card holders. Currently only Premier members get free shipping on all orders. Staples automatically upgrades your rewards account to Premier status when you spend $1,000 or more in a calendar year. Also after spending $1,000 in a calendar year you may choose another area to receive 10% back in the store.
Staples' stores in the United Kingdom began trialling the previously named "Staples Business Rewards" at a selected number of "Hypergrowth" stores (such as Milton Keynes, Poole, Sheffield and Southampton stores) during May 2005. To receive their rewards, the customer must spend £100 or more each quarter to receive 2% back on standard purchases and 20% back on Copy and Print Centre purchases. A basic "Staples Reward" customer can receive up to £50 back in cash vouchers (which have no minimum 'spend-in-store"). If a customer spends £1,000 or more in a calendar year, the customer is upgraded to the prestiguous "Premier Rewards" of which they receive 5% on standard purchases and 40% back on the Copy and Print Centre, again if the customer spends over £100 during each quarter. The customer can also receive back up to £100 in vouchers. There are now approximately 1.5 million Rewards members in the UK.[citation needed]
Copy & Print Center
Besides office supplies and business machines, Staples also offers a Copy and Print Center for faxing, custom business cards, custom stamps, promotional products, binding, laminating, folding, cutting and engraved products as well as photocopying services. Most locations have a full service UPS shipping center offering air, ground, international and freight services, (FedEx, DHL in the United Kingdom stores & Purolator in the Canadian stores), which is open during store hours. Recently, Staples has spent over $92 million in upgrades on all Staples Copy & Print Centers on contracts with Danka office imaging and Xerox. The copy center is often referred to as a "store inside a store", especially due to the fact that many of them have walls separating them from the rest of the store. Now they even created 3 new stand alone Copy Center to face the new world of "Copy and Print" in Boston, MA. Coming at the end of 2007, there will be more stand alone opening in New York City.[citation needed]
Staples EasyTech
Select stores also feature Staples EasyTech, an in-store and on-site solution for PC repair, PC upgrades, home and office networking setup, and PC tutorials.
Starting in November 2005, Staples began a test called "Heavy Up" primarily using stores in New York state to experiment with the expansion of the offerings by the Staples Tech Center. A subsequent test known as "Double Up" was planned for an unspecified test market and was scheduled to begin the first half of 2006. The tests are being run to promote competition with Best Buy's Geek Squad and Circuit City's Firedog.
Beginning in early 2006, Staples also launched the "Easy Resident Tech" program, installing 1 to 2 resident computer repair technicians to do in-store repair during normal business hours. On-site work is still available through the Easy Mobile Tech program.
Beginning January 30, 2007, Staples launched Staples EasyTech. The launch of this sub-brand coincided with Microsoft's launch of Windows Vista and Office 2007. The launch rebranded the "Easy Mobile Tech" name with plans to install an 11' x 17' kiosk in every store. The kiosk may vary from store to store depending on its size and volume. Most kiosks will take up part of the Customer Service desk. Within the kiosk, Easy Resident Techs will be able to perform repair jobs as well as sell products. These technicians will wear gray "Easy Tech" polo shirts to set them apart from regular Staples associates. While there is typically one tech per store, a second tech may be installed for high volume stores.
Beginning Fall 2007, Staples launched its new "Security by Staples" initiative, which aims to educate customers about the vulnerabilities to identity theft, data loss, and Internet threats and provide products and services to help keep identities, as well as personal and business data, safe from these common security threats.[citation needed]
Beginning July 2008, Staples launched a new program labeling all technology associates as "EasyTechs". Under the new guidelines all technology associates will be required to learn to perform basic services such as memory installation, and pc configurations. In addition all technology associates will wear black polo shirts with green "EasyTech" emblems to help assist customers in the finding knowledgeable associates. The change was due to the company's new focus on services, allowing more customers to be assisted in less time, well flexing out current hours already assign to stores. However most stores will still have a main "EasyTech" who performs most of the more complex tasks.
Beginning November 2008, 11 concept stores featuring a broader array of small business technology services launched. Easy Techs and sales associates were now referred to as "Tech Advisors" and "Solutions Advisors". The concept stores carry many more technology related products such as digital signage, small business servers, NAS (Network Attached Storage), and business networking. Staples also partnered with an on-demand IT service provider, with such services as network monitoring, advanced network configurations, and server setup. These concept stores are mainly based in New Hampshire, with stores in Nashua, Seabrook, West Lebanon, and Concord.
Recycling
Beginning in May 2007, Staples began offering a technology recycling program, which allows customers to bring in old technology items, such as computers, printers, and monitors, and have them recycled for a $10 charge per item.
Staples accepts all used ink and toner cartridges for recycling, though genuine Dell, Lexmark, HP and Kodak cartridges will receive a $3 credit per cartridge (max 3 per day) returned, which is applied to the customer's Staples Rewards card and is in addition to the normal rewards on ink and toner purchases. Previously, this credit was given at the point of sale, however, this was changed to a credit to the customer's Staples Rewards card on February 19, 2008.[10]
Community
In 2002, the company started the Staples Foundation for Learning, which supports youth groups and education. It also is a partner of Boys & Girls Clubs of America, Ashoka, Earth Force, Initiative for a Competitive Inner City, Hispanic Heritage Foundation and through Staples, ReadBoston.
In August 2005, Staples introduced the "Easy Button", a novelty item for offices which is advertised as a fun way of relieving stress. The button does nothing other than say "That was easy" when pressed. The first USD$1 million of profits each year from the Easy Button are donated to the Boys & Girls Clubs of America. It is currently for sale for USD $4.99-$5.99 in all US and Canadian stores (where profits go to Special Olympics in Canada) and on the company's website. Donations also go to the Children's Fund. Staples has reportedly sold more than $7.5 million worth of Easy Buttons.[11]
Online
The domain staples.com attracted at least 48 million visitors annually by 2008 according to a Compete.com survey.
As of July 24, 2007, Staples.com offers tag based consumer reviews, powered by PowerReviews. [1]
References
- Dalkir, S. and F. Warren-Boulton. 2003. “Market Definition and the Price Effects of Mergers: Staples-Office Depot (1997),” in The Antitrust Revolution: Economics, Competition and Policy. (John E. Kwoka and Lawrence J. White, eds.) Oxford University Press, 4th edition
- ^ "Supplies and Demand". Bulletin Online. Harvard Business School (1996-12-01). Retrieved on 2007-01-10.
- ^ "FTC WILL SEEK TO BLOCK STAPLES/OFFICE DEPOT MERGER". Federal Trade Commission (1997-03-10). Retrieved on 2007-01-10. A U.S. Court agreed. (Dalkir and Warren-Boulton, 2003.)}}
- ^ Reuters, June 12, 2008, Staples wins Corporate Express in $2.65 bln deal
- ^ "Stop & Shop/Giant Launch Staples Branded School and Home Office Supplies Sections". Ahold. Retrieved on 2006-10-03.
- ^ "Tops Markets partners with Staples to make one-stop shopping easy". Ahold. Retrieved on 2006-10-03.
- ^ http://yosemite.epa.gov/opa/admpress.nsf/a883dc3da7094f97852572a00065d7d8/4199018af7e69d61852572cd004fc7b1!OpenDocument EPA Green Partners 4/30/07
- ^ http://www.staples.com/sbd/content/about/soul/environment.html Staples Environment
- ^ http://www.forestethics.org/article.php?id=800 November 21st, 2003
- ^ http://www.csrwire.com/PressRelease.php?id=1398 11/12/02
- ^ Staples Recycle for Education website
- ^ Gogoi, Pallavi (2006-12-07). "Staples Makes Selling Look Easy". Business Week. Retrieved on 2007-01-10.
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