Staples Business Depot Chooses Unica Software for DM Efforts

Staples Business Depot will use Unica's Affinium software to develop targeted campaigns to its customer base of small businesses and home office customers in Canada, Waltham, MA-based Unica Corp. said yesterday.

Staples Business Depot operates 260 stores across Canada, as well as catalog and e-commerce businesses. It will use Affinium to coordinate its marketing campaign efforts across channels including e-mail, direct mail, telemarketing and catalog.

"We expect Affinium will help us get to market in an intelligent, customer-focused manner, with a more personalized approach across multiple touch points and channels," Staples Business Depot director of direct marketing Caroline Quinn said in a statement.

Staples Business Depot expects to use Affinium to streamline its processes so it can spend less time executing marketing programs and more time strategically using analytics for customer-focused initiatives.