The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The office supplies retailer that advertises easy shopping is making shopping easier on tablet computers.
The office supplies retailer that advertises easy shopping is making shopping easier for users of tablet computers like the iPad.
Consumers who visit Staples.com from a tablet computer now get automatically routed to t.staples.com, a site the retailer has designed exclusively for tablets.
The design for the tablet site is meant to be very "touch and go," says Prat Vemana, Staples' director of mobile strategy. Consumers can quickly navigate to popular product categories from the home page by tapping on oversized visual images or drop-down menus, he adds.
The tablet site is purposely designed to keep customers from having to type anything because the touchscreen keyboard, when expanded, takes up nearly half the screen size on most tablets—and Vemana says that's valuable real estate. "Consumers should be able to navigate throughout the site without the keyboard coming up," he says.
Staples developed the site with mobile technology provider Skava Inc., which also hosts the tablet site. Staples says consumer research it conducted showed that the time is now right to launch a separate site for tablet users. "People want to be able to easily navigate the site, for it to be more touch-friendly and visually engaging," Vemana says. "They also want to be able to quickly navigate it like on the desktop site."