M2 Takes Shape for Office Depot

ATLANTA Office Depot has launched a redesign project called M2 that aims to change the way customers shop, according to the company.

The Delray Beach, Fla., company said it has changed the layouts of its locations in an effort to make consumers’ shopping experiences more efficient and functional. Office Depot’s Venice, Fla., site was the first to undergo the change, and more of the corporation’s North American locations will receive the same “face-lift” during the next six months.

M2 stores feature layouts that reflect the way customers shop, the company said in a statement. Merchandise is grouped into “pods” around the furniture and technology products in the center of each newly designed store.

“Customers will find Office Depot stores that represent a true destination experience,” said Bruce Nelson, chief executive officer at the company.

Nelson added that the new layout is warm and colorful, reflecting the latest thinking in product display, graphics, replenishment and service. Through research conducted to determine customer preferences, the company found that consumers wanted a shopping experience where they could obtain supplies and check out quickly while having access to knowledgeable sales and support staff.

Office Depot has 900 locations in North America, and according to the company, 80 of those stores will feature the new M2 design by the end of the year.

Omnicom Group’s BBDO in New York handles advertising for the client. Promotional work from BBDO, as well as communication materials from Office Depot’s in-house advertising and marketing department, will coincide with the launch of the new design, the client said.

Billings were not disclosed.