The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
Poppin.com makes shopping for desktop goods fun.
Poppin.com only launched in September 2012, but the e-retailer of candy-colored office goods already knows a few things about smart e-commerce design. Its “design a desk” functionality lets shoppers assign their favorite colors to products like staplers and inbox trays toand see how they look on a desktop. When a shopper lands on a combination she likes, one click adds them all to her cart. For those who prefer not to mix and match, a horizontal “shop by color” bar appears across the top of all pages; one click shows shoppers everything Poppin sells in that hue. “We’re taking a fashion-forward design approach into an otherwise mundane category,” says chief marketing officer Kevin Ranford. And when the next “it” color arrives, Poppin will be able to offer it quickly; it manufactures 95% of what it sells.
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