The Australian yesterday published a story about moves US stationery giant Staples is making in Australia. Having completed their takeover of the Australian marketplace and completed research on opportunities, they have decided to start with a new online presence.
Staples has launched a local Staples website, initially targeting small to medium businesses in NSW and ACT.
This website is the first step for the Staples brand in Australia. While the Officeworks spokesperson is putting on a brave face in the article in The Australian, they would have to be concerned. Staples is a successful organisation in internationally. Their stores set the benchmark. They carry an excellent range, price competitively and – here is the kicker – they engage with small businesses in a practical and helpful way which drives loyalty. Do one of their small business workshops, once they start here, and see for yourself.
Newsagents need to develop a strategy for dealing with the opening of Staples here in Australia. I think that the channel needs a National Stationery Plan. I would see such a plan covering:
- Consistent minimum ranging.
- Consistent minimum in-store display standards.
- National pricing on key lines.
- Online training opportunities for newsagency employees.
- National advertising that Newsagents are Back In Business – a campaign which leverages our local credentials.
I know that some of these ideas will be a challenge. If newsagents don’t tackle the stationery threat / opportunity head on, we will be looking back in a few years wondering if we should have.
Outside of marketing groups and associations, newsagents need together and support a national plan to shore up current, win back old and attract new stationery business. A concerted and consistent campaign should drive double digit growth for newsagents.
The question is whether newsagents want this enough to make it happen.
At my recent Newsagency of the Future workshops around the counter I identified stationery as a renaissance category full of opportunity for newsagents. I am confident that with a strong national approach, newsagents can expect 2011 to be a great year of growth across the business by leveraging stationery as our point of difference.
Footnote. The ANF Board was close to deciding to enter into an agreement with Corporate Express (now Staples) late last year. I ran a campaign at this blog against the move. I thought any commercial relationship would be wrong because CE would use the newsagent information to compete. Time has shown that the decision to not proceed was a good one for newsagents.
These magnetic angels sold well last year so we decided to give them another shot. We are on track to sell out. Customers are buying three and four at a time, on impulse.
