Staples attributes annual sales increase to Web, mobile investments

Share this content:

Staples full-year 2011 sales increased 2% year-over-year to $25 billion, while net income grew approximately 12% to $985 million, the company said Feb. 29. Updates to the website and the development of new mobile apps drove this growth, said Ronald Sargent, Staples's chairman and CEO in an investor's call.

Total company sales in fiscal Q4 2011, which ended Jan. 28, remained flat at $6.5 billion compared with the fiscal fourth quarter of 2010. Net income in the quarter increased 3.2% year-over-year to $284 million.   

“Throughout 2011, we made big investments in to improve customer experience and to accelerate growth,” said Sargent, during the call. These investments included new mobile apps for iPhone and Android devices, a tablet app and a revamped site design that included proactive chat capabilities, he said.

“We built momentum throughout the back half of the year,” said Sargent, regarding changes to “Customer acquisition improved (and) our customer conversion rate also increased as a result of these investments.”

Staples' North American retail operation reported $9.6 billion in sales for the fiscal full year, a 1% increase compared with the prior fiscal year. Fourth-quarter sales for the North American retail unit increased 2.7% to $2.6 billion, compared with Q4 2010.

The company's North American delivery business reported $10 billion in sales, an increase of 2.1% compared with full fiscal year 2009. In Q4 2011, the North American delivery business generated $2.5 billion in sales, the same as in Q4 2010.

Staples's international business saw a sales increase of 2.7% year-over-year to $5.3 billion during FY 2011. Fourth-quarter sales dropped 4.6% to $1.3 billion compared with Q4 2010.

Mike Miles, president and COO of Staples, attributed poor international business performance in Q4 to the economic crisis in Europe.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above