Office Depot’s Sharpie Experiment
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E-mailIt’s no secret that a large selection of office supplies can be daunting, and keeping consumers happy is now more important than ever. In January, when Office Depot Inc. (ODP) partnered with Sharpie, the permanent-marker brand made by Newell Rubbermaid Inc. (NWL), it wanted to make an impression on its valued customers. At more than 1,100 Office Depots nationwide, they can now visit in-store Try and Buy centers to doodle on test pads of paper, mix and match different colors and even get tips on which Sharpie products work best for specific projects, says Steve Mahurin, Office Depot’s executive vice president of merchandising.
The company says it plans to extend the same in-store experiential model to other products it offers, from ballpoint pens to fine writing instruments.
Office Depot says this initiative is part of a larger push to be increasingly customer-focused. In fact, Mahurin observes, the Try and Buy centers and the partnership with Sharpie were the direct result of a product line review completed late in 2008. After extensive research, Office Depot ultimately partners with the supplier or suppliers it feels will be best for customers, he adds.
The company says it plans to extend the same in-store experiential model to other products it offers, from ballpoint pens to fine writing instruments. This approach, Mahurin says, combined with economical purchase options, is a way to provide both a unique experience and a good deal. “We recognize that customers are looking for value and choice,” Mahurin adds, “especially given the economic situation facing our country today.”
