Staples Business Depot Makes an Offer Its Business Customers Can't Refuse with Xerox 1:1 Lab Marketing Solution

The Challenge

Traditionally, direct mail pieces from STAPLES to its business customers included addressing a single coupon offer, regardless of the customer’s  relationship with STAPLES. The coupon was attached to a single-sided form letter from the vice-president of STAPLES’ loyalty programs. 

STAPLES wanted to re-engage its customers who had either made minimal or no purchases within the past six months. It also aimed to increase the amount of money each customer spent on a purchase by cross-selling and up-selling to the customer based on past purchase history.

The company also wanted to leverage the customer information it had obtained through its Enterprise Credit Card and Dividends Loyalty customer programs.

Seeking to increase the amount of money its business customers spent in its stores, and to re-engage customers who had not placed an order with STAPLES within the previous six months, STAPLES became a participant in Xerox Canada’s unique 1:1 Lab.

Xerox’s 1:1 Lab, a veritable testing ground for Xerox customers, demonstrates the power and accessibility of data-driven one-to-one marketing and has accelerated its adoption by the marketing community.

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