Looking to merge its brick-and-mortar presence with its title as second-largest Internet retailer, Framingham-based office products company Staples has launched its first two “omnichannel stores.”
The stores, in Norwood and Dover, Del., now feature several Staples.com kiosks through which customers can select more than 100,000 items and which offer free, next business day delivery to most of North America, according to the company. When customers are done shopping, they have the option to pay at the kiosk or store register.
Customers also have access to consultation areas for small business customers to get assistance from Staples associates.
“We listened to our customers and provided the products, services and features they need to succeed,” said Demos Parneros, president of North America stores and online. “Our stores make efficient use of space while offering more products and services than ever through our mobile and online features.”
Staples spokesman Mark Cautela said the advantage to customers in shopping at the new stores versus online is getting to test out products and get assistance from store employees. For those who do order online, same-day pickup is available and large screens at the store with customers’ names tell them their order is available.
In addition, they feature a business lounges that include meeting space and work stations for customers as well as a place for them to order from an expanded selection of products.
Customers also have access to an ink and toner finder that tracks their past purchases, helping them find the right kind.
Cautela said the omnichannel stores are about half the size of Staples’ traditional 18,000 to 24,000 square foot locations and have between 6,000 and 7,000 SKUs, roughly 1,000 fewer than a traditional store. Cautela said these changes were made by more efficiently displaying products and removing some that didn’t sell as well. Whereas a typical store has furniture for sale on display, the new stores only have chairs, with other furniture available online. Cautela said this was done because most furniture is bought online and it saves space.
Cautela said this year, about 45 Staples’ will be downsized or moved to new locations as leases expire to adjust to the new model.
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