Will the launch of the Staples Worklife platform, including the quarterly magazine, e-newsletter, digital community and live events, be essential to Staples’ success? What type of content would offer the most (and least) appeal to professional workers?
Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust :
I agree with many of my fellow commentators. Staples needs to have a major face lift. Their stores are not very inviting and are tired looking. Developing these other areas of communication are OK, but will do little to improve the image of Staples unless they do more with their stores and online look and feel.
I think that Costco does a good job with their magazine, especially the recipes and book reviews but, in their case, the publication works as a natural extension of their overall brand and in-store experience.
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