November 26, 2012, 2:05 PM A wide selection competes against its big chain competitors by offering a broad selection of products.

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Online-only office supplies retailer competes against its big chain competitors by offering a broader selection of products and a better shopping experience, says Tony Ellison, CEO of office supplies retailer While Staples Inc. says it offers 7,000 SKUs on, for instance, Shoplet sells more than 500,000, including more than 20,000 made from recycled products, thanks to its drop-ship business model. During the back-to-school season, the retailer helped shoppers sort through its scores of products by organizing products according to the grade the child is entering. “At the end of the day our job is to make our customers’ shopping experience easy and memorable enough that they recommend us to their friends,” Ellison says.

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