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Staples to Revamp In-Store Marketing
January 05, 2009
Framingham, Mass.-based Staples Inc. is putting a heavy focus on in-store marketing in 2009 via a multiyear deal with consumer marketing company News America Marketing, according to Brandweek.com. Through the partnership, 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 this month. News America Marketing had traditionally focused on the supermarket, drug and mass merchandise segment, but already has an existing partnership with many of Staples' manufacturers, said Chris Mixson, president of News America. Later this month, 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.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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