“Increased relevance”
“My goal is to increase Europe’s online turnover significantly”, he said according to Twinkle. “It is not easy to do that on a European scale, mainly because Staples managed its growth on this continent through the purchase of several companies. You do not only acquire the business, but also its systems, processes and its people.”
In the meantime, a large number of countries have moved to a new Staples platform with Belgium, Norway, Sweden, Denmark and France as its most recent additions. “We see how we can improve turnover and conversion because of an increased relevance. We target profiles, service customers based on their previous behaviour and our offers become more relevant through predictive marketing”, Vos explained the platform’s advantages.
Staples wants to optimize its mobile websites next year and also launch an app. It will also expand its product range, like it did in the United States where it has a million SKU’s on sale, while Europe only has 10 to 20 thousand items.
