Staples launches new products, marketing campaign
Staples will next week begin selling everything from cleaning products to technology to breakroom snacks, the Framingham-based retailer announced today.
“We’re adding thousands of new products every day,” Shira Goodman, executive vice president of global growth, said in a statement. “Our expanded product assortment appeals to businesses across a wide range of industries, from medical and restaurants to professional services and retail.”
The expansion comes amid weak demand for Staples’ “core” office supplies and the closing of 107 retail stores in North America in Europe over the past year.
As brick-and-mortar sales drop, Staples has been trying to boost its online presence, announcing a new website in late October with improved page load times and search results, less text and larger images.
Next week’s launch of new products will be accompanied by the company’s first new tagline in a decade – “Make More Happen” – and four new television advertisements that will air on shows such as CBS’s “The Big Bang Theory” and ABC’s “Scandal” and “Modern Family.”
Staples will also unveil a new logo without the iconic, bent staple “L,” which will be promoted with the slogan “What the L is going on at Staples?”
WBJ Web Partners
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