OfficeMax 2010 Annual Report Download - page 12

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X | 2010 OFFICEMAX ANNUAL REPORT
GAINING MOMENTUM THROUGH MARKETING, SUPPLY CHAIN AND RETAIL
Marketing, supply chain
and retail stores: enhancing
the shopping experience.
Our marketing efforts have begun to include more non-traditional media, allowing
us to reach customers through viral campaigns and social media such as Facebook
and Twitter.
Featuring customizable dancing elves, our holiday ElfYourself.com viral
campaign continued to garner national attention from multiple media outlets
and Forbes Magazine, who named it the seventh best social media campaign
in history. This viral phenomenon has established us as a holiday shopping
destination, driving customers in store and online with exclusive coupons.
The Offi ceMax® elves also made an appearance in Elfmas Town, an interactive
site on Facebook where shoppers played winter games for in-store savings.
Activities such as this, the augmented reality content developed for TUL®,
product discounts and consistent, playful postings on our page helped grow
our Facebook fans from 2,500 to more than 85,000 in just one year. In the
same way, our Twitter feed saw signifi cant growth, becoming a quick way
for customers to receive the latest deals and up-to-the-minute news.
Attracting our customers in store is the key. And our supply chain plays a major
role in making sure shelves are stocked—quickly and effi ciently.
The past year saw a signifi cant change in our supply chain, revolutionizing
how Offi ceMax replenishes our stores. The challenge: reduce our store delivery
costs while continuing to improve store in-stocks with lean inventory levels.
To overcome this challenge, the supply chain team collaborated with store
operations and merchandising to determine what process and system
changes needed to be made to pack more products in a truck trailer.
RECEIVING SCORES
OF MARKETING
AWARDS, OFFICEMAX
HAS BEEN LAUDED
AS A BREAKTHROUGH
MARKETER BY NUMEROUS
UNIVERSITIES AND
INSTITUTIONS GLOBALLY.