Staples to Revamp In-Store Marketing

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Staples is putting a heavy focus on in-store marketing next year via a multiyear deal with consumer marketing company News America Marketing.

Through the partnership, announced this month, News America will design coupon machines, shelf messaging, floor ads and sampling programs in more than 1,500 Staples stores nationwide. The in-store media will launch next month.

“We hope it helps our customers learn more about featured products and calls attention to the great deals we offer throughout the store,” said Vinnie Servello, vp, retail store promotions for Staples.

News America Marketing had traditionally focused on the supermarket, drug and mass merchandise segment; its client roster includes CVS, Rite Aid and Kroger.

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