The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
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Another unusual feature about this electronics site is that its parent company also operates online retail sites that sell golf equipment and travel. And while it might appear that these three products are dissimilar, Boudreau says he has found synergies that allow cross marketing. "There is an 80% overlap in our customer lists," Boudreau says. "The products may be different, but the customer demographics are not. The same people who buy high-end electronics often golf and like to travel." Back to Top