In 1986, Staples® B2B invented the office superstore concept. Today, Staples B2B is the world’s largest office products company with $25 billion in sales and 90,000 associates in 26 countries dedicated to supplying businesses of all sizes with office products via 2,000 retail outlets as well as through catalog, direct sales and online channels.
Staples B2B wanted to identify new multichannel buyer prospects to grow market share as well as increase customer lifetime value and loyalty through the delivery of greater buying convenience.
The Epsilon Targeting team tapped into the enormous breadth and depth of data from the Abacus Cooperative list and created a custom prospect universe via affinity modeling techniques. This model produced a universe of prospects that was larger than any other list source previously used and created an opportunity for Staples B2B to strategically target geographic growth areas. The Epsilon Targeting B2B team used additional proprietary models to identify incremental site-level contacts and buyers who showed a propensity for multichannel behavior based on their transactional purchasing activity.
Acquisition response rates improved by over 40% with the Abacus Cooperative modeled list. Epsilon Targeting solution reduced cross-channel cost/acquisition by 18%.