Staples 2005 Annual Report Download - page 59

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7
and a field sales force. We change our level of marketing spend as well as the mix of media employed depending upon
market, customer value, season, competition and cost factors. This flexible approach allows us to optimize the
effectiveness and efficiency of our marketing expenditures.
Our retail, catalog and Staples.com marketing efforts focus on small businesses and home offices. Our marketing
strategies emphasize our strong brand and leverage all of our retail and delivery vehicles to send a consistent message to
our core customers. In addition, we continue to focus more on targeted direct marketing and on our customer loyalty
program. We have upgraded our systems and capabilities to enable us to have a deeper understanding of our customers’
multi-channel purchasing behaviors.
In 2005, we continued to communicate our marketing message to reflect our brand promise: we make buying office
products easy. We have redesigned the look and feel of our advertising vehicles to reflect our “Easy” brand promise and
are consistently communicating the brand across all channels and customer touch points, including our signage,
television commercials, catalogs, web sites, circulars, direct marketing and store uniforms.
Associates and Training
We have a strong corporate culture that values high performance, entrepreneurship and teamwork. We place great
importance on recruiting, training, retaining and providing the proper incentives for high quality associates. Offering
attractive career opportunities and a commitment to a diverse and safe work environment, we pride ourselves on being a
workplace of choice. We recruit actively on college campuses, hire talented individuals with experience in successful
retail operations and reward current associates for referring new associates.
We consider customer relations and our associates’ knowledge of office products and related capital goods to be
significant to our marketing approach and our ability to deliver customer satisfaction. Associates are trained in a number
of areas, including, where appropriate, sales techniques, management skills and product knowledge. We have continued
to make an investment in computer-based, multi-media training programs to upgrade associates’ selling skills and
improve customer service at our retail stores and delivery operations. Store management trainees advance through the
store management structure by taking on assignments in different areas as they are promoted. Store and call center
associates prepare for new assignments through Staples and third party designed training modules, written manuals,
video instruction and self-testing.
As of January 28, 2006, Staples employed 36,071 full-time and 32,462 part-time associates.
Corporate Values
We believe that adhering to sound corporate values is good for our business. To this end, we strive to make a positive
impact on our associates, customers and the world by acting responsibly and with integrity, conducting our global
business as a great employer, corporate citizen and neighbor. We are focused on sound business ethics, our
environmental conscience, the fair treatment of our diverse and talented associates and giving back to our communities.
Ethics–We maintain ethical business practices by encouraging open and honest communication and providing
associates with practical tools to make sound business decisions. In doing this we ensure that Staples associates act in the
best interest of our shareholders and protect our brand reputation.
Environment–Our business can succeed over the long term only if we work to sustain the natural environment upon
which we all depend. We are committed to offering environmentally preferable products and recycling services to our
customers, investing in renewable energy and energy conservation and supporting environmental education efforts.
These initiatives help preserve natural resources for future generations and can help meet customer needs, create
operational efficiencies, spark new business opportunities, reduce future risks to our environment and enhance our
brand.
Diversity–We strive to offer a diverse and inclusive work environment where associates are given the support they
need to learn, grow and reach their potential. Our employees represent a wide variety of life experiences and ethnic
backgrounds. We believe our workforce reflects the communities in which we operate. This strategy makes our
workforce better able to relate to our customers.
Community–The health and well-being of the communities in which we operate is important to our success. Through
Staples Foundation for Learning, national charitable partnerships and in-kind donations, we support communities
worldwide by providing resources to non-profit organizations that provide educational opportunities for all people, with
a special emphasis on disadvantaged youth.