Live from Shopper Insights in Action 2011: Your Customers Have the Answers

Your Customers Have the Answers:  Shopper Insights to Drive Innovation at Retail – Office Max

When retailers begin to innovate they build brands, increase loyalty and make more money!  With no manufacturing or R&D, Office Max is creating premiums brands which are increasing consumer loyalty to both Office Max and Office Max’s private brands.  By creating these brands, they also have lower hurdles that they need to pass – also have guaranteed distribution and no brand advertising investment (unlike national brands).

• The TUL brand of pens, dry eraser markers, other writing instruments and top of desk tools are being marketed as a high end private brand by Office Max.
• Customers, primarily women, wanted style & design, inspiration, organization & effeciency, value, expertise & trust in their office products.  Hence, the DiVOGA brand was created – a fashionable, functional line of office products and accessories.

And now these brands are being sold at other retailers than just Office Max. 

Innovation within the company, proving the items in their own stores, then selling the brands at other retailers – a formula that has worked for Office Max!

Pam Mullock, PM Market Research

Pam Mullock is an Independent Market Research Consultant and Moderator for PM Market Research LLC.  She will be in attendance at the 11th Annual Shopper Insights in Action Conference and will be live blogging from the event.