While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
Staples plans on adding to its already massive 45,000 SKU count this year.
Office supplies giant Staples Inc., the No. 2 e-retailer in North America by web sales, continues to invest in e-commerce. The retailer upgraded the Staples.com platform to IBM Websphere Commerce 7 and plans to add products to the 45,000 SKUs already on offer, including more custom print products. Staples.com leverages its massive audience to make product pages more helpful. A customer reviews tab reveals each product’s pros, cons and best uses. Users can sort reviews chronologically or by helpfulness while viewing each commenter’s profile Ratings and reviews are featured in e-mail and on the redesigned m-commerce site. “There’s tremendous value in engaging our customers,” says Brian Tilzer, vice president of e-commerce and business development. Customer reviews and ratings are a big part of that.”