The Incredible Staples Turnaround: Easy
Business 2.0 reveals how Staples needed to simplify itself before it could reap the rewards of its new Easy Button ad campaign. The five-year branding odyssey that began in 2001 has helped make $16.1 billion Staples the runaway leader in office retail. In 2005 its profit was up 18 percent to $834 million. Second-place Office Depot (Research), meanwhile, booked 2005 earnings of just $274 million, an 18 percent slide, and OfficeMax (Research) posted a loss of $73.8 million. Staples now receives twice as many compliments as complaints. Here's a great article on what the retailer learned along the way.
