2. today...tomorrow...together
contents
about Staples 3
what the Head of Trading says 4
how we worked with Staples 5
in a nutshell | what we’ve done for Staples 6
the brief 7
the engagement experience
micro site 8
in-store and on-line video 9
staff training 10
the in-store reality 11
pos 12
what a District Manager says 13
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| case study
3. Staples are the world’s largest office supplier and have in excess of 100
stores across the UK. They quite literally sell thousands of products from
pens and pencils to the latest technology. Staples operate in four
separate markets: retail, B2B, corporate and e-commerce.
Their flagship UK store is based in the heart of Milton Keynes.
Founded in 1985, Staples also boasts the second largest e-commerce site
and is a recognised name in 26 countries.
www.staples.co.uk
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“We’d never worked with V63 before and working
with someone new, even after a recommendation, is
always going to be risky.
But V63 soon showed us that they could work well
with our corporate guidelines and still be creative.
They always met our deadlines and were incredibly
accommodating.”
Lee Thompson| Head of Trading for Technology products | Staples
5. how we worked with Staples
Working directly with their HQ team based in High Wycombe, V63 worked
with the senior managers at Staples, helping to launch a brand new
technology proposition both to their retail and B2B spaces as well as also
creating an e-commerce on line presence.
Flexibility was essential as V63 were asked to often work with a number of
regional Staples stores across the country as well as their High Wycombe
HQ.
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6. in a nutshell | what we’ve done for Staples
> new national product launch
> advertising
> in store and external point of sale posters
> in-store live active display stands
> micro website
> on-line video
> packaging
> pos
> press releases
> price point leaflets
> secret shopper
> staff training
> strategy and planning
> training manual
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7. the brief
‘Connect’ was a totally new concept to the business mobile phone
market - a one month rolling subscription contract, with free hardware,
with added lifestyle benefits worth on average £150pcm, available on all
networks. Connect was a ‘white label’ product offered to Staples by
myphoneclub, and it was envisaged to replicate the success using both
the retail stores and an on-line presence.
> V63 was responsible for marketing strategy, marketing plans and
brand development
> V63 designed, wrote and managed all corporate on line and off line
communications, including press releases, social media, exhibitions,
marketing collateral, presentations and staff training
> delivered and generated high quality leads through a number of
different marketing tactics
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8. the engagement experience | micro site
As part of the route to market, V63 wrote, designed and developed a
micro site which was quite literally integrated, although managed
separately, into the main Staples UK site.
Working closely with the strict Staples corporate brand guidelines,
V63 successfully managed to keep ‘Connect’ as a distinct sub brand.
The micro site was not a transactional site, but held a secure members
area where members could sign in for various membership benefits.
The site was ‘responsive’ meaning it was mobile friendly, and would
work equally as well on laptops and tablets.
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9. the engagement experience | in-store and on-line video
With today’s more visually literate customer it was essential that Connect had quality video content to support the product.
V63 wrote, designed and produced a short video outlining the benefits of the proposition. The short film was fast paced and was shown
in-store on a loop as well as featuring on the micro site.
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10. the engagement experience | staff training
V63 were also tasked with training Staples staff, known as ‘Associates’,
throughout the UK. The Associates were simply used to introduce
customers to the proposition and book an appointment with an advisor
using an in-house portal. The Associates knowledge of how the
proposition worked was vital to the success of the launch, so a national
training programme was organised.
V63 wrote and devised the training manual which was available both
in-store and on-line to the Associates, and also wrote and produced the
live training sessions which took place throughout the UK.
In addition, V63 even presented large sections of the training, with
excellent feedback results.
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11. the engagement experience | the in-store reality
V63 also designed and produced a number of live in-store display
stands. The stand featured a monitor playing a short looped video, which
was purposely set at playing every 10 minutes.
In addition, the stand featured a live tablet which was set to the micro
site and was designed to assist the Associates in describing the
proposition.
The stand also featured a number of live handsets, so customers could
have that ‘touchy feely’ experience. Unlike other mobile retail outlets
that only display ‘dummy handsets’, the stand made a point of using the
most up to date live handsets.
Security of the devices was both via a mechanical steel cord and an
electronic alarm system, resulting in no phones being stolen or damaged
at any site.
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the engagement experience | pos
Successful product launches also need a variety of supporting collateral.
V63 designed and produced a complete range of supporting items
Including:
> sim card holders (pictured below)
> pop up display banners (pictured far left)
> price point flyers
> appointment cards
> instore and external posters
> Associate ‘pin on’ roundel badges
> promotional flags
> DL and A5 promotional
printed material
> product box, membership folder
and inserts
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“The training, resources and promotional material that
V63 provided us with were really first class. V63 were
totally engaging and I enjoyed a great working
relationship with them."
Scott Jackson | District Manager | Staples
