Staples finds success with improved menu, navigation

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“We brought our customers in and realized there are a few ways [they] get into our site: they come to or they search for [something like] "HP ink' and land in one of our [product] pages. The [latter] customers were in the site, but the ability to move around was very cumbersome; [they] had to go back to the home page and then navigate from there. In the new site design, we made sure that no matter where you land, you can navigate to our products, weekly ads and find the nearest store. We were also one of the early sites to switch to visual navigation. The ability to get to the top categories that you shop at Staples for is prominently displayed in six tiles that are thumb-size so you can actually click it and go in right away. Since we've introduced those changes, customer engagement has gone up quite a bit.” —Prat Vemana, director-mobile strategy, Staples Inc.
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