June 10, 2010
For several years Staples used the tagline: “Yeah, we got that,” and they actually did. When I needed paper and ink and blank CDs, I could pretty much pop into any store around town and pick up what I needed. But, recently I noticed that more often or not, the item I was looking for was out-of-stock. My first thought was that they were simply seeking to move traffic to their website, so I looked for the items there. No luck.
Now comes word from the CEO that they are transforming their business, selling more private label products, and focusing on services, where inventory needs are low and margins are better. (Mahoney, 2010).
Great. So where do I go now to get staples when I need them?
But perhaps more importantly, does it make sense to jettison a brand positioning that led to so much success?
Mahoney, S. (2010, June 2). Staples Focuses On Growing Tech, Services. mediapost.com. Retrieved June 9, 2010, from