Business Services Industry
Staples preps easier e-commerce site; Office supplies giant revamps Web site to match customers' catalog experience.(News)
B to B, March, 2005 by Krol, Carol
Byline: CAROL KROL
Staples plans to soon relaunch the Staples.com e-commerce site as it extends its new "Easy'' brand promise to its online business.
The site, which brought in almost $3 billion in revenue last year, was revamped over two years in a process that included lengthy research and a reworking of the site's layout, look and functionality.
"It's not just about energetic colors or the look and feel of the buttons,'' said Brian Light, exec VP of Staples Business Delivery, the $4.5 billion unit that includes Staples.com and the company's catalog business.
Light said the new design reinforces the company's brand positioning. Staples recently launched an ad campaign, called "Easy Button,'' that included a spot during last...
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