OfficeMax Says Goodbye to Warehouse Store Design; Customer Research Drives New Retail Store Concept
October 26 2005 - 9:01AM
PR Newswire (US)
New Store Highlights Innovative Solutions for Small and Home
Offices ITASCA, Ill., Oct. 26 /PRNewswire/ -- OfficeMax(R)
(NYSE:OMX), one of the nation's largest office supply distributors,
unveiled a new store prototype that dramatically differentiates
OfficeMax from other office supply stores. The design replaces the
industry-standard warehouse format with an engaging, colorful
environment that highlights small- and home-office solutions. As
customers enter, a central technology "hub" creates a striking
focal point. Whimsical photographic banners direct shoppers to
their destinations, and a community area allows customers to check
email, sip coffee or catch up on the news. The first prototype
opens this month in Macedonia, Ohio, with many more stores opening
across the country soon. This design represents the future of
OfficeMax's retail stores and the company's customer-centric
approach. "To create this prototype we not only talked with
customers, but we also watched them shop. That insight helped us
create a new store concept that is truly 'built by customers,'"
said Sam K. Duncan, OfficeMax chairman and chief executive officer.
"The new format gives customers a reason to shop here more often
and stay longer, turning our store into a resource, rather than
just a warehouse." Research showed that although customers were
happy with the OfficeMax experience, they didn't take advantage of
the breadth of the store's offerings. The new design showcases
OfficeMax's innovative solutions by directing customers to
boutique-like shopping areas. One of the newest areas is OfficeMax
Ink, Filling Station, a refillable ink cartridge kiosk. This
computerized program evaluates the condition of a cartridge, fills
it, and runs it through a print test. The cost is 30 to 50 percent
less than a new cartridge. This new OfficeMax initiative debuts as
part of the new store concept and will roll out to select existing
OfficeMax stores in the coming months. Understanding today's busy
mobile professionals, the new store has a community area, called
OfficeMax Cafe, where customers can enjoy a cup of free,
individually brewed gourmet coffee, browse a local networking
bulletin board or catch up on business publications. The Caf�
offers WiFi connectivity so customers can download reports and have
them printed at OfficeMax Print and Document Services while
watching cable TV news or shopping for supplies. Other new features
are brightly colored bulk bins that will remind customers of
shopping for penny candy as they scoop up basics such as paper
clips, pens and rubber bands. The bulk bins make it possible for
customers to purchase only as much as they need. The store's
central hub helps customers immediately orient themselves, and
improved sight lines make other shopping categories visible from
across the store. Soft lighting, a soothing color palette of golds,
oranges, greens and blues and rich textures create a residential,
boutique feel. "The new design truly differentiates OfficeMax,"
said Ryan Vero, OfficeMax chief merchandising officer. "Warehouse
stores were primarily about convenience without style. The new
store brings together convenience and style with a warm, inviting
atmosphere that re-captures the simple fun of shopping for office
products." OfficeMax partnered with Envirosell, a research firm
specializing in consumer shopping, and FRCH Design Worldwide, an
international architecture and design firm, to help create a format
that helps customers "do their thing," in line with OfficeMax's
tagline, "What's Your Thing?" Other changes that improve the
shopping experience for customers include a combined check-out and
customer service desk at the front of the store, allowing for easy
and immediate access to personalized help. "The launch of the new
store format is one of the most visible changes going on at
OfficeMax to enhance service, performance and profitability,"
Duncan said. "We know that by focusing on customer needs and
exceeding their expectations, we will delight our customers and
shareholders. This new store concept is one of many exciting
initiatives and announcements this year and in 2006." A month-long
grand opening celebration kicked off this week for the first new
concept store, 500 E. Aurora Road, Macedonia, Ohio. About OfficeMax
Incorporated OfficeMax Incorporated is a leader in both
business-to-business office products solutions and retail office
products. OfficeMax delivers an unparalleled customer experience --
in service, in product, in time savings, and in value -- through a
relentless focus on its customers. The company provides office
supplies and paper, print and document services, technology
products and solutions, and furniture to consumers and to large,
medium and small businesses. OfficeMax customers are served by
approximately 40,000 associates through direct sales, catalogs, the
Internet and approximately 950 superstores. OfficeMax trades on the
New York Stock Exchange under the symbol OMX. To find the nearest
OfficeMax, call 1-877-OFFICEMAX. For more information, visit
http://www.officemax.com/ . OfficeMax Contact Media Contact Bill
Bonner Nicole Miller, Bader Rutter & Associates 630 438 8584
262 938 5425 DATASOURCE: OfficeMax CONTACT: Bill Bonner of
OfficeMax, +1-630-438-8584, or Media, Nicole Miller of Bader Rutter
& Associates, +1-262-938-5425 Web site:
http://www.officemax.com/
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