Office Max Inc. will replace Gateway Inc. with Hewlett-Packard Co. as the retailer's single brand for online and offline computer sales.
The switch will occur in late July or early August, when Office Max begins its back-to-school campaigns. The retailer plans to implement an interactive online program in its outlet stores designed to increase store and Web sales.
Specific to its Web initiative, www.officemax.com, the retailer will likely use banner ads and e-mail campaigns to drive people to the site for HP products, said Steve Baisden, manager of public relations at Office Max, Cleveland.
“As far as Internet promotions go, we've always done about everything imaginable,” Baisden said. “Once the Gateway wind-down is completed, we will start in marketing the HP computers.”
