A while back we commented on Staples introduction of is new “M” brand of stylish office supplies that crosses a range of product categories like funky push pins, cool binder clips and colorful file folders. Staples believes that a sense of personal style can give the brand a personality and reason for being. We raised the question as to whether Staples was prepared to take the long view required to really build the brand or whether “M” would simply go the way of other “created” store brands that fade from a lack of support.
It looks like Staples is off to a good start by really leveraging its most valuable asset, which is its control of the retail environment. In a recent article in In-store Merchandising, Caren Putterman reports:
“The chain is devoting a majority of endcaps to Staples-brand products, which are merchandised beneath headers that read, "Save the easy way" and "Save with Staples brand." The theme is also communicated on ceiling banners and in-line headers in the seasonal department. Aisle violators in other departments feature product shots.
The program includes special in-line attention for the chain's M by Staples product line, with in-line graphics employing the brand's "My style. My way" tagline. The brand is also still merchandised on the upfront table displays deployed for its launch in May 2008.”
In our experience, retailers are still learning how to act like brand owners rather than just merchandisers. An easy place for them to start in thinking about this is by asking themselves a simple question….What do their national brand vendors want the most? The answer is right in their own stores and hallowed headquarters. They want:
1. Favorable shelf space.
2. Favorable off-shelf display.
3. Prominent features in circulars and other promotional vehicles.
4. Access to their loyalty card customer base.
It sounds like Staples is maximizing at least some of its own coveted marketing assets to build its brands directly in competition to their branded vendors. Good for them! It’s all about value – especially these days. Staples own-brand products are great quality at a great price. They’re more profitable for Staples and the consumer gets more for less. Marketing 101, everybody wins.
