Now it's evaluating other innovative ways to use the store footprint. This includes piloting a shared workspace at the new Los Gatos, CA, store (15166 Los Gatos Blvd). In partnership with Proximity, Office Depot has introduced Workonomy Hub, a new coworking space with rates ranging from 40$ for daily drop-ins or lowest level membership, to $750 a month for private offices. Perks for users include super-fast Internet; free refreshments; App-based space booking and access to other Proximity locations; business services including printing, shipping and tech support available; mail and package handling available; and of course, easy access to office supplies.
In addition to sales, the retailer is seeing other metrics of success, such as increased downloads of its mobile app and an increase in the number of omnichannel and business customers. Here are the ways the Office Depot is driving its success:
Office Depot is using more localized marketing and advertising campaigns to connect with communities. It also has used Spanish language marketing programs to engage with multicultural customers for the first time.
The retailer hosted its first ever Depot Days training event. It had more than 20,000 associates participate in two hours of dedicated training, while the stores were closed. The session focused on engaging with customers, various selling techniques, and training around new service and subscription offerings.
"The program was a huge success and we are already seeing improvements of our retail customer satisfaction levels," noted Smith. "We are planning to run additional training sessions each quarter going forward to continue to build customer-focused selling culture in the stores."
Expanded Omnichannel Offerings and Capabilities
Office Depot is working to offer customers the same assortment online, as well as the inner stores, with the option to have orders delivered or use BOPIS. The retailer has also added an enhanced school list functionality with thousands of school lists available that can be added to a virtual shopping cart with a single click.
A National PTA sponsorship allows Office Depot access to their 3.5 million members. Disney’s Sabrina Carpenter will be posting Office Depot messages across her social media platform including to over 14 million Instagram followers.
Investments in Stores
Office Depot has been putting investments into store infrastructure to make it a better experience, such as new Internet and lighting. The retailer has also refocused on "putting the customer first" and making sure it really understand the customers who walk into the store and "not only sell them products, but sell them services as well."