Staples Taps into virtual inventory.

By Jennifer Libbin

NATIONWIDE DSN REPORT

It's no mystery that many mass retailers have struggled over the last few years to find the right formula for marrying bricks with clicks. Some have tried on-line coupon strategies to drive in-store sales, others have pushed in-store advertising to promote on-line visits, and still others have plastered their URLs on all corporate marketing materials in hopes that one day consumers will log on. But only one option-the-in-store kiosk- is truly making headway in the search to bridge the channels.

Leading the kiosk charge in the big-box channel is Staples. It recently announced the introduction of Internet access points in its 954 stores in a program that began with a 20-store pilot across the United States last August. Boston; Los Angeles; San Francisco; Providence, R.I; Richmond, Va.; Lansing, Mich.; and Raleigh and Durham N.C., each tested two kiosks, while Concord, N.H., and Portland, Ore., hosted one kiosk each. New York housed four kiosks with two in the New York metro area. With the addition of these access points, Staples stores now have a larger offering of products available to customers.

According to Staples spokeswoman Vicki Hughart, "Essentially, the store itself has 7,500 product skus; the additional 45,000 are available due to adding the kiosks into stores."

Customers will be able to choose from 100,000 downloadable software titles and several business services, including print center operations, shipping procedures, communications systems and services, legal services and tax services. The implementation allows customers to shop in the store as well as on line and take advantage of all of Staples' products and services rather than being limited to just what is available in the stores. Through the kiosks, the special order process will be simplified as well.

The Internet access points are geared toward providing customers with information on available products and have been placed in four locations within each store. The technology area, along with Staples' build-to-order computer kiosk, pack and ship center and furniture section, will all house the information centers.

Staples' access points offer customers the unique capability of paying for on-line purchases at store registers since many consumers are still unsure if on-line purchases are safe. According to Hughart, customers order at the kiosks, print out a receipt and present it to the cashier for payment. Since the payment is made within the store, customers can choose to pay either by cash, check or credit card, thus reducing the worry of potential credit card fraud.

With the implementation of the Internet access points in stores, Staples hopes to offer customers a bit of education regarding the Internet as well. "The ability to use the Internet is still a learning curve for people. With the kiosks, we are able to help educate our customers," said Hughart.

The kiosks offer customers yet another option for purchasing office supply goods. Customers can now make purchases in Staples stores, at Staples.com through the catalog or at Staples.com within the retail store.