Staples Offers a Better Seat at the Table
Staples kicked off a "Better Chair = Better Workday" program last month that promised up to 50% off national- and store-brand office chairs.
In stores, standees, chair wraps and price signs affixed to eligible products from brands including Sealy Corp. touted the sale, which ended March 10. On staples.com, a home page display ad directed users to a list of participating items that could be ordered for home delivery or one-hour, in-store pick up.
Features in the retailer's February and March circulars touted the sale along with new "Ayalon," "Mcallum," "Sorina" and "Gaming" store brand chairs. Radio spots rounded out the effort.
In the office supply chain's 2016 annual report, Staples said it would focus on building scale and credibility in categories beyond office supplies, including facility and breakroom supplies, and furniture. Office furniture and chairs comprised 6.4% of the retailer's total sales in fiscal 2016, which ended Jan. 28, 2017.