Staples to Revamp In-Store Marketing

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. While this is the first time the company has collaborated with an office supply retailer, it already has an existing partnership with many of Staples’ manufacturers, said Chris Mixson, president of News America.

“The challenges of in-store marketing at Staples are really no different from those encountered in the other classes of trade where we do business,” Mixson said, citing the importance of such promotions to influencing store purchases. “Our clients believe that it’s as important to advertise aisles away as it is miles away.”

Come January, Staples stores will carry electronic coupon dispensers and at-shelf video units. Other innovations in the works include a SmartSource Xpress program, which is a “clipless solution to the FSI,” Mixson said.

Staples spent $113 million on U.S. measured media in 2007, and $62 million through September of this year, excluding online, per Nielsen Monitor-Plus.