Office Depot

Always Room for Improvement
May 1, 2006

Problem: Office Depot’s Web site search tool, while strong, was one of the weaker links in its user experience. Solution: Wholesale change of the search tool. Result: Improved conversion, average order value and customer return rates. Most online retailers would have been thrilled with a Web site search tool as effective as Office Depot’s, converting sometimes at rates higher than 80 percent for certain keywords. According to Noah Maffitt, Office Depot’s director of e-commerce, the multichannel company even wondered how much it could actually “move the needle” with a redo of its site search functionality. But there’s always room for improvement, and after identifying a few

Web Strategies
Always Room for Improvement
May 1, 2006

By Tracy A. Gill Problem: Office Depot's Web site search tool, while strong, was one of the weaker links in its user experience. Solution: Wholesale change of the search tool. Result: Improved conversion, average order value and customer return rates. Most online retailers would have been thrilled with a Web site search tool as effective as Office Depot's, converting sometimes at rates higher than 80 percent for certain keywords. According to Noah Maffitt, Office Depot's director of e-commerce, the multichannel company even wondered how much it could actually "move the needle" with a redo of its site search functionality. But there's always room

Stand Out From the Crowd
January 1, 2005

By Regina Brady It's 2005, and if you haven't yet made any New Year's resolutions, there's still time. At the top of your list should be a look at improving your e-mail programs. Here are some ideas to help you fine-tune your e-mail marketing efforts and differentiate your campaigns from the competition. DON'T just offer discounts. The vast majority of e-mails I receive offer a sale, a percentage off, or free shipping and handling. Of course, everyone likes a sale and the chance to save money, but it won't differentiate you from the other e-mails already in crowded inboxes. A recent Jupiter Research

Make Your Creative Work Smarter by Using Dialogue & Data
March 1, 2002

By Tom Rapsas To make your marketing communications smarter and more relevant to customers, work on getting the most out of the two Ds: dialogue and data collection. They represent two key ways to learn about customers' wants and needs and to truly personalize those communications to them—enabling your communications to achieve higher response rates, change customer behavior and increase sales. The Missing D: Dialogue In business, a dialogue is the give and take of information between a customer and company. Mailing a piece of communication or persuading a customer to visit a Web site does not constitute a dialogue. It must be

Viking Reaches the World By Web (1,864 words)
July 1, 2000

The lion's share of Internet users will live beyond U.S. borders come 2003. As reported by eMarketer's eGlobal Report, the number of active Internet users worldwide will increase 178 percent over the 1999 year-end total by 2003. It is projected there will be 361.9 million Internet users by then, nearly two-thirds of whom will live outside the United States. The growth of the Internet in the rest of the world spells unbridled opportunity for U.S. direct marketers with expertise in doing business globally. While it has taken down borders, the Internet hasn't changed the culture of your target audience. Here's a look at how