Office max mobile strategy

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Mobile FirstLook 2012 Jeff Haddon Mobile Program Manager Confidential and Proprietary Information © 2012 OMX, Inc.

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Transcript of Office max mobile strategy

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Mobile FirstLook 2012

Jeff Haddon

Mobile Program Manager

Confidential and Proprietary Information © 2012 OMX, Inc.

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OfficeMax   Office  Depot   Staples  

Revenue   $7.1  B   $11.6  B   $24.5  B  

U.S.  Stores   900   1100   1500  

Employees   30,000   40,000   53,000  

Market  Cap   $395  MM   $589  MM   $10.2  B  

Company Overview

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Technology Black Hole

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© 2012 OMX, Inc.

Images:  computermuseum.li,  tnr.com  

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Philosophy

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convenient  access  to  customers  customer  convenience  and  access  to  our  brand  

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customer benefits before sales and ROI*

“Apps before Ads”

do something NOW!

learnings become intellectual property

* but definitely sales and ROI!!

Philosophy

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2009 •  Ecommerce site

2010 •  MaxPerks loyalty site •  OfficeMax App •  SMS program launch •  Holiday Party Bingo apps

2011 •  OfficeMax App adds e-commerce •  Print Center App •  iPad app •  Testing & expansion: SMS, QR, NFC

Mobile Program Snapshot

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• Relevance is critical (7x opt-out rate) • Engagement and response is high (8x) •  Friend acquisition

•  70% retention, 20% redemption

SMS Insights

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Campaign   Promo7on  Channels  Premium  Count  

Deplete  Time  

Resp.  Rate  

$5  coupon  card   Email,  OfficeMax.com   5,000   5.6hrs   890/hr  

Free  pen   TwiSer,  Facebook   20,000   18  hrs   1111/hr  

$5  coupon  card   TwiSer,  Facebook   10,000   1.8  hrs   5555/hr  

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• HTML5 enhancements –  “Use my current location” –  Swipeable homepage banner –  Expandable menus

•  Significant 2011 growth –  In absolute terms –  As % of OfficeMax.com

Mobile Sites

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• The Basics –  Current offers –  Store locator –  Cross promotion

• MaxPerks account info, offers and rewards • Ecommerce – full catalog

OfficeMax App

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iPad App

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Holiday Party Bingo

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Holiday Party Bingo

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• Access documents on phone: – email attachments – HDD/SD card – Google Docs

•  Full-service formatting (colored paper, binding) • Ready for pick-up

Mobile Print Center App

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• Refine and enhance everything –  Apps –  Mobile sites –  SMS integrations and segmentation

• QR and NFC testing • Organizational infiltration

–  Decentralization –  Awareness of capabilities and vocabulary

2012 Priorities

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Catalog Showrooms

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BEST  Model  1.  Product  showroom  2.  Order  at  counter  3.  Product  pulled  from  on-­‐site  

warehouse  

Images:  blog.uonodesign.com  

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David & Goliath(s)

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• All the songs have NOT been written. • Opportunities for innovation are enormous. • We can’t foresee everything, so we watch users. • Our consumers are only part cyborg.

The Punchlines

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Thank you

[email protected]

© 2012 OMX, Inc.