|Staples Launches New Staples.com for Easy Online Shopping|
|Reinvented E-commerce Site Driven by Comprehensive Customer Research|
FRAMINGHAM, Mass., July 27, 2005 /PRNewswire-FirstCall via COMTEX/ -- Staples, Inc. (Nasdaq: SPLS) announced today the launch of a reinvented Staples.com, its award winning Web site. The relaunch of Staples.com is the result of some of the most customer-centric research processes ever applied to one single e- commerce site, including detailed customer persona research and extensive usability testing with small business and home office customers.
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The redesigned site reflects Staples' commitment to making it easy to buy office products. Site enhancements at each stage of the purchase process make it easy to find the right products, easy to order and easy to checkout.
"The new Staples.com is the site that our customers built, resulting in an easier online shopping experience," said Brian Light, executive vice president of Staples Business Delivery. "Our expert usability team applied state-of-the art customer research methodologies to identify characteristics of our key customers so that we could design the site specifically for them. This work, along with a tireless cross-functional effort with our merchandising, marketing, creative and information systems teams, enables our customers to get in, get out and get on with their busy day."
Staples applied qualitative and quantitative customer research through every step of the site design process, incorporating feedback from thousands of customers along the way. Staples is one of few retailers to use customer persona research at the Web site level to design based on specific customer shopping characteristics. From this research, the primary Staples customer personas, or types, -- "Lisa Listmaker" and "Sammy Specific" -- were born.
Lisa Listmaker is an office manager whose main goal is to get the order done as quickly as possible. She usually has a detailed list of her "standard order" with item numbers for each product handy while ordering. She shops most often via Staples.com, in addition to using her Staples catalog and visiting her local Staples store, and usually completes the order in one visit -- true to her "in-and-out" nature. She likes special deals if they'll help her save the office even more.
Sammy Specific runs a small business and is not a planner when it comes to buying office products. Among other characteristics, Sammy typically does not shop by item number, but knows the products he needs by brand and/or general specifications.
The new Staples.com is designed to serve Lisa Listmaker, Sammy Specific and other customer personas with the following new and enhanced features:
Easy to Order Features
Easy to Check Out Features
To find out more about these and other easy features in the reinvented Staples.com, click on http://www.Staples.com/new.
Staples, Inc. invented the office superstore concept in 1986 and today is the world's largest office products company. With 65,000 talented associates, the company is committed to making it easy to buy a wide range of office products, including supplies, technology, furniture, and business services. With 2004 sales of $14.4 billion, Staples serves consumers and businesses ranging from home-based businesses to Fortune 500 companies in 21 countries throughout North and South America, Europe and Asia. Headquartered outside of Boston, Staples operates approximately 1,680 office superstores and also serves its customers through mail order catalog, e-commerce and contract businesses. More information is available at http://www.Staples.com.
What kind of online shopper are you? Take the quiz. http://www.Staples.com/new
SOURCE Staples, Inc.
Owen Davis of Staples, Inc., +1-508-253-8468, email@example.com; or Aimee Yoon of Dotted Line Communications, +1-617-275-7082, firstname.lastname@example.org