Staples is testing a SMS program to see how customers respond when they receive offers on their phones as part of a broader strategy to cater to mobile shoppers both in-store and online. The text messaging test is being promoted via signage in all stores and is the office supplies retailer's first attempt at leveraging SMS to activate shoppers. During the test, Staples will be focused on how to deliver content that's relevant to consumers on an ongoing basis. "We're in the early stages," said Faisal Masud, executive vice president of global e-commerce at Staples.
To address the growing need for mobile capabilities, Staples recently enhanced its existing mobile website so consumers can easily shop and buy on any web-enabled phone. For consumers who prefer applications, Staples created its first iPhone application, which can be downloaded for free from Apple’s App Store.