80%

match rate
over 90 days

6:1

incremental return
on ad spend

9%

incremental
revenue lift


Staples needed a partner that could speak to its customers with great
accuracy and deeply personalized messages, with closed-loop
reporting for online and offline sales. And Conversant fit the bill.


The Challenge

Staples sums up its customer experience in one phrase: “make more happen.” And that’s exactly what they needed to do with their digital marketing. By using a fragmented approach (working with separate DMP, DSP and data-onboarding vendors), Staples was running into lots of issues:

  • Difficulty recognizing their offline buyers online.
  • Lack of customer-centric targeting.
  • Inaccuracies at reaching customers across their devices.
  • Messaging based only on recent site visits, without considering each customer’s historical data and buying preferences.
  • Measurement based on clicks, with no way to connect offline sales to online campaigns.
  • Incomplete campaign analytics and limited actionable insights.

It was time to upgrade from fragmented vendors to a partner that could
efficiently manage their full program, end to end.

Our Solution

By reaching Staples’ active customers (online and offline) and site visitors with unique, personalized messaging, we drove incremental traffic and revenue, online and in-store.

Our deep understanding of each customer also allowed us to cross-sell into some of Staples’ key growth and sales-driving categories.

Staples could see all the results for themselves, with the transparent measurement we provided on performance. We also included detailed revenue reports, so Staples and their partners could efficiently drive future success across their vendor programs.

"Conversant’s solution was just what we needed to connect and stay connected with our customers, and make the most out of our relationships with them."


–Jay Poropatich, Sr. Director of Digital Marketing at Staples

The Results

Through our personalized messaging, we drove a 9% incremental revenue lift across Staples’ active buyers, generating a 6:1 incremental return on ad spend (both online and offline sales). These results could be validated with test-and-control measurement.

AMONG THE NUMBERS WE’VE DRIVEN:

80%

OF STAPLES’ BUYERS MATCHED, COMPARED TO PREVIOUS VENDORS’ 40%

9%

INCREMENTAL REVENUE LIFT

22%

INCREMENTAL REVENUE LIFT AMONG LAPSED SITE VISITORS

Staples About

ABOUT STAPLES

Staples helps small business customers make more happen by providing a broad assortment of products, expanded business services and easy ways to shop – in stores, online, via mobile or through social apps. Staples Business Advantage, the business-to-business division, caters to mid-market, commercial and enterprise-sized customers by offering a one-source solution for the products and services they need, combined with best-in-class customer service, competitive pricing and a state-of-the-art ecommerce site. Headquartered outside of Boston, Staples, Inc. operates throughout North and South America, Europe, Asia, Australia and New Zealand. More information about Staples (NASDAQ: SPLS) is available at www.staples.com