Staples, inc. is an office supply retailer based in the United States. The company opened its first store in Boston in 1985 and has since expanded throughout North America and overseas. The retailer provides office and school supplies, office furnishings, electronics, software, snack and beauty products, as well as offering printing and technological services. Apart from over 2,000 Staples retail stores operating worldwide, the company also boasts a strong online sales game.
In recent years, total sales revenue has declined sharply. A shift in marketing tactics can be expected from the retailer known for the memorable “That was easy” sales campaign. The 2005 ad campaign featured disgruntled office employees presented with a large, red push-button marked “Easy”. Upon pushing, the button chimed, “that was easy!” while magically renovating their office space with the most up-to-date equipment and furniture, all available at Staples.
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