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Staples ramps up mobile strategy with new optimized shopping site

The company tapped Usablenet to power its mobile site. Consumers can access the site by entering on their mobile browser.

“We’re committed to bringing easy to your office and we see mobile as a vehicle with unlimited possibilities on how to do that,” said Brian Tilzer, vice president of ecommerce and business development at Staples. “Our customers, especially small business owners, are constantly on the go, and are looking for ways to shop when it’s convenient for them.

“They’re increasingly turning to their mobile devices for product information, store hours and locations and customer service,” he said. “Staples knows that having a robust mobile offering will make it easier for them to restock their office, so they can get back to running their business.”

Staples provides products, services and expertise in office supplies, copy & print, technology, facilities and breakroom and furniture.

Mobile products
The mobile site lets consumers browse product ratings and reviews and locate the nearest store.

Consumers can also look-up store inventory and search for a specific item via the search tool.

Staples is also taking advantage of social media and incorporating it into its mobile offerings.

Consumers can become a fan of Staples or follow the company on Twitter via the mobile-optimized site.

The company decided to roll out a mobile to site to keep up with consumers and make sure that they are available to them no matter where they are.

“Our customers buying habits are constantly changing and our customer experience needs to change with them, and that includes mobile commerce,” Mr. Tilzer said. “Mobile devices offer new and exciting ways for us to engage with customers whether they’re in their homes or offices, on the road, or in one of our stores.

“Also, as Staples is trusted source for technology solutions, we’re committed to using the most innovative technology available for our own products and services, like having a cutting edge mobile Web site, and making it available to our customers.”

Staple’s mobile site

Consumer interaction
Via the site, consumers can order a product and have it shipped to their nearest Staples or located the closest location and check available inventory.

The mobile site also features a synchronized shopping card that lets customers log-in, browse items and add them to their cart right from the mobile Web site, on or at one of the in-store kiosks at its locations.

The company’s mobile site is an enhancement to its first generation mobile Web site, which was launched last year.

In addition, the company introduced an iPhone app last year.

“One of our goals is to become the leader in providing technology solutions, and mobile is a powerful tool to research technology products. With our mobile Web site’s rich product details, and the ability to read and share reviews, we bring easy to purchasing tech,” Mr. Tilzer said.

“Also, at Staples we’re always looking to bring easy to the office by providing a pure multichannel offering—online, in our stores and through our mobile Web site and applications,” he said. “With our mobile site, customers can use their smart phone device to check their account or look at things they’ve previously purchased, whenever and where ever they want, including while in a Staples retail location.

“We also offer in-store kiosks so if customers can’t find exactly what they’re looking for, they can order it before they walk out of the store.”