Staples marketing strategy breakdown

About Staples

Staples was founded in 1986 by Leo Kahn and Thomas G. Stemberg. The company started as a retail store specializing in office supplies. Over the years, Staples has grown to become a leading provider of office products and services, with a strong presence in both physical stores and online retail. Its impact on the retail industry has been significant, revolutionizing the way businesses and individuals purchase office supplies.

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Staples marketing strategy

Staples employs a variety of marketing tactics to reach its target audience of small businesses and home office professionals. From targeted email promotions offering discounts on office supplies to a strong omnichannel presence that allows customers to shop online or in-store, Staples ensures that its marketing efforts are diverse and effective. The company's goal is to increase brand loyalty and drive sales by providing value to its customers through strategic marketing initiatives. By focusing on meeting the needs of its target audience, Staples has been able to maintain a strong market position and continue to grow its customer base.

General Info

Founded

May 1, 1986, Brighton, Boston, MA

Founders

Leo Kahn, Myra Hart, Thomas G. Stemberg

Headquarters

Framingham, MA

Staples marketing mix

Staples, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Staples focuses on offering a wide range of office supplies and technology products as part of their product strategy. By providing a one-stop shop for businesses and individuals, they aim to attract customers seeking convenience and value. This approach helps Staples reach their target audience by positioning themselves as a go-to destination for all office needs. The outcome of this strategy is increased customer loyalty and satisfaction, leading to repeat business and positive word-of-mouth referrals.

Price

Staples utilizes the price component of the marketing mix by offering competitive pricing on office supplies and technology products. This strategy helps them attract budget-conscious businesses and individuals looking for affordable solutions. The intended outcome is to drive sales and increase market share by positioning Staples as a cost-effective option for office essentials.

Place

Staples utilizes the "Place" aspect of the marketing mix by strategically locating their stores in high-traffic areas and offering online shopping options for convenience. This allows them to reach their target audience of busy professionals and students looking for office supplies and technology solutions. The intended outcome of these strategies is to make it easy for customers to access Staples products and services, ultimately driving sales and brand loyalty.

Promotion

Staples utilizes the promotion element of the marketing mix by running targeted advertising campaigns across various channels to reach their target audience. These campaigns highlight the convenience and value of their products and services, ultimately driving customer engagement and increasing sales. The intended outcome of these strategies is to increase brand awareness, attract new customers, and retain existing ones through effective promotional efforts.

By strategically managing these four elements, Staples can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Staples is on AMEX

Staples is listed on the AMEX, a significant milestone that underscores its prominence in the Retailers industry. Staples went public on December 11, 2018, marking the beginning of its journey in the public market, allowing investors to participate in the company's growth.

Over the years, Staples stock price has seen considerable fluctuations, reflecting its evolving business strategies, market conditions, and overall economic factors.

This growth trajectory not only highlights Staples success but also demonstrates its impact on the Retailers landscape, making it a pivotal player in the industry and a significant entity on the AMEX.Staples stock price has gotten to 0 USD at the time of writing this article.

Search engine traffic

Staples places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Staples attract a vast audience without relying heavily on paid advertisements.

Staples receives a 28.4m visitors per month from organic search and 14.7k per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Staples domain authority is 84. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Staples exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Staples Youtube marketing strategy

Staples has an active Youtube Channel with over 16.5k subscribers. Their whole channel has 14.2m views. They posted 199 videos, which means that every video got them 71.4k views for the channel and 82.9 subscribers

Staples Instagram marketing strategy

Staples has been steadily expanding its presence across various social media platforms to engage with its vast audience, Instagram being one of them. Currently Staples has 23.1k followers on Instagram. With its visually-driven interface and widespread popularity, Instagram provides Staples with a platform to showcase its diverse range of products and connect with customers on a more personal level.

Staples marketing strategy is not lacking social media. Gaining 206.6k followers/subscribers on LinkedIn is the biggest achievement for Staples on social media. While Youtube is lacking, with only 16.5k followers/subscribers, the other platforms sit right in the middle. Here is a breakdown for all of them:

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.