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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Brand manufacturers’ traditional e-commerce sites will always be a popular place for consumers to visit in order to learn more about products they want to buy, but shoppers have grown increasingly dependent on social media and mobile sites and apps for research. Brands must expand their horizons and embrace new digital media in order to reach and, perhaps more importantly, retain a bigger audience.
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