OfficeMax 2011 Annual Report Download - page 16

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XII // 2011 OFFICEMAX® ANNUAL REPORT // ROAD TO SUCCESS // RETAIL
Changing Needs of
Our Retail Customers
While it’s been a tumultuous year of ups and downs in our Retail business,
behind the scenes we’ve been laying the groundwork for success in 2012.
We’ve been focusing on changing our price perception, forging strategic
partnerships and investing in products and services to help our customers.
Today, our commitment to retail growth has never been stronger.
In late 2011, we began transforming the look and feel inside the chain to
do a better job of communicating the great values and competitive pricing
we offer. New signage has visually larger price points, value-driven
messages and a strong brand presence. Our customers are especially
focused on technology, so we continually update our assortment to help
meet their changing needs.
As a continuation of the efforts to transform our technology business,
we began piloting RadioShack Mobile™ in 18 stores. This venture allows
customers to fi nd a complete mobile solution, and the partnership complements
our expanded TechWorld offerings, which include the latest cutting-edge
technology—more PCs, tablets and beyond—as well as certifi ed tech
associates trained to assist customers with their technological needs.
Ctrlcenter® and Offi ceMax ImPress® Print and Document Services are
additional components of our growth effort. Ctrlcenter offers a trusted
source of tech support—including computer check-ups, tune-ups, software
installation and repairs—to customers in every store across the chain.
Offi ceMax ImPress provides professional copy and print solutions, ranging
from binding and fi nishing to producing letterhead, envelopes, business
cards and more. Additionally, customers can place orders from their mobile
device, online or in store, and Offi ceMax ImPress will contact them when
their order is complete and ready for pick up. This is another innovation
that helps our customers work better.