While print magazines may be in overall decline, retailers are still using them to engage consumers. Office supplies retailer Staples recently launched Staples Worklife, a quarterly print and online magazine designed to spark conversation and serve as a resource for working professionals. In this article, we’ll take a quick look at Staples’ new publication and discuss this compelling business move.
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First Glance
A magazine is a great way to cut through the clutter of the digital world, and Staples’ foray into publishing may prove advantageous. Although still in its early days, Staples uses Worklife to create deepened engagement with its target audience, strengthen relationships, and cut through the clutter. Let’s break down some of the elements at play:
Themes: Staples does a good job of creating content that highlights its core expertise. A browse through the digital version of Worklife shows that Staples focuses on helping business customers. Themes such as helping professionals make their workplaces more productive and business-building tips serve as great on-brand topics to attract readers and customers.
Interactive Content: 91% of B2B buyers prefer to consume interactive content, and Staples uses interactive content to engage and educate its B2B customer segment. The magazine’s recurring monthly feature, “The Decider,” helps readers decide: “Do I really need to go to that meeting?” Instead of a 600-word article, the flow chat allows readers to interact with the material.
While retailers have various reasons for moving into the publishing industry, here’s why we believe Worklife is a smart move for Staples.
Two-Way Conversations: Staples leverages Worklife to achieve two-way interactions by creating value-adding content and taking part in existing conversations. For instance, the magazine asks its readers about problems they face in their careers, which are then addressed by expert columnists. In the first issue, Justin Kerr, author of How to Be Great at Your Job and the host of the Mr. Corpo podcast, offers solutions on how to enhance work efficiency and productivity. In another issue, business people share the oddest tasks they’ve had to perform on the job.
Shift to B2B Customers: With price no longer a differentiating factor in retail, shifting toward creating solutions is a smart strategy. Through Worklife, Staples positions itself as a provider of solutions, rather than just a seller of products. This shift enables Staples to focus on adding value to its high-revenue business customer segment, a move in line with the brand’s 20/20 plan to step away from brick-and-mortar and into the B2B market. The plan aims to cut retail store revenues from 40% to 20% by 2020.
Establish Staples as a Trusted Resource: With 70% of readers trusting magazine content, Worklife will help the retailer become a dependable resource on all things work-related. One strategy Staples uses to add value and establish credibility for the publication is leveraging influencers and experts. Worklife’s inaugural issue includes an interview with bestselling author Daniel Pink, who shares his tips on motivational challenges and how to overcome them. We also see experts weigh in on various corporate issues such as how to create camaraderie and culture in the office.
Positions Staples as a Thought Leader: By zeroing Worklife around a niche area and audience, Staples is joining the conversation and leading discussions around the evolving nature of work. Opting for a printed publication also helps Staples stand out as a leader and command attention, as magazines can earn 58% of consumer attention. To further establish itself, Worklife hosts live events in partnership with FastCo Works and includes a panel related to productivity, connectivity, and inspiration. Staples is also planning a Worklife podcast to reach a new demographic and a newsletter where subscribers receive work/life advice.
Content Strategy
The Staples Worklife magazine is a great rebranding strategy as US shoppers devote, on average, 4x more money to experiences over goods.
Staples Canada’s new work and learning concept stores are designed with community in mind and reflect a “working and learning company” approach to retail. Additionally, with the U.S. B2B e-commerce market projected to hit $1.8 trillion by 2023, Staples will likely invest in providing an omnichannel shopping experience and excellent after-sales service.
Conclusion
Clearly, to keep up with today’s consumers, brands need to think outside the box and reinvent themselves. Worklife Magazine shows that Staples is ready to develop a strong relationship with its customer base and will remain a major player in the office supply market.