Persona strategy behind new Staples business unit site Brand initiative calls up rearchitected site at Message Systems

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“We were rebranding and reintegrating our businesses under the Staples Advantage umbrella over the last year and a half, and we had to find a way to inform both customers and prospects about what our new business is and all the products and services we can offer them. So that was the driving need for a new Web site. When we designed it, the strategy was based on tons of interviews, focus groups and analysis. We created personas for each of the different types of customers we have and how they go about making their buying decisions. And so the Web site was built based on these personas that were uncovered through the research and how we could help those b-to-b customers and customize our offerings to what they need. We have technology solutions, facility solutions and promotional products—a variety of offerings beyond just office supplies. And even though we may be known for office supplies, the Web site was the place to start building awareness and credibility in the other spaces that we have incredibly deep expertise but not all of our customers and prospects know about.” —MARCI GREBSTEIN, VP-b-to-b marketing and e-commerce, Staples Inc. “Message Systems was powering most of the major e-mail service providers in the industry and supporting a number of major brands, yet we were pretty much an unknown commodity outside of the company and its client base. So with Traction's help, we put together a branding initiative, and the Web site was a big part of that. I would be almost embarrassed for anyone to look at the old Web site. We completely rearchitected the Web site in terms of the navigation, the banner, the home page, our logo, the natural way we presented the company. We redesigned it so that when people came to our site, they wouldn't just be focused on the engineering and technology platforms but also the people behind that technology.” —DAVE LEWIS, CMO, Message Systems
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