What makes consumers choose where to shop for office/school supplies? Is it the convenience of location? Is it the positive/negative customer service from previous visits? Is it the catchy advertising that creates brand image for the average consumer? Or is it just the prices that drive traffic to the stores?
Either way, the office suppy retail chains are struggling during this economic hardship. Staples is clearly the leader right now, as Office Depot and Office Max flirt with the idea of merging together to create a serious competitor for the “Easy Button” retailer. As a homer, I would like to see Office Depot succeed and put another south Florida headquartered company on top of the leaderboard. But as of now, they must establish themselves in their current markets and make an impression with their newly appointed executives.
There is no doubt that Office Depot made a great decision in the partnership with the Zimmerman Advertising agency, based in Fort Lauderdale, to help them build their image and reach their target markets effectively. Now it’s just time to actually start “Taking Care of Business”.