One of the ways in which multi-channel retailers leverage the web is by putting offline media online and using it to promote sales in all channels. The latest retailer to make additional use of offline promotion is Staples Inc.
Staples has started posting its sales circulars at Staples.com through Chicago-based CrossMedia Services inc., formerly known as SalesHound. CrossMedia re-formats sales circulars that appear in newspapers or as direct-mail p2omotions into formats that consumers can use online to find sale items at their local stores.
"CrossMedia Services is helping us to maximize the value of our web site by adding this new promotional dimension to it that allows Staples customers to search for deals and create shopping lists they can take to the store," said Shira Goodman, Staples’ executive vice president of marketing.
Staples customers can find the circular at www.staples.com by clicking the "in-store specials" link and entering their zip code to find the closest store.
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