STAPLES Business Depot Makes an Offer its Business Customers Can't Refuse: with Xerox 1:1 Lab Marketing Solution

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Terminal Van Gogh Ltd. (" TVG "), the leading 1 to 1 variable solution provider, announced today that the STAPLES Business Depot Case study created under the Xerox 1:1 Lab is now available off of its website at http://www.terminalvangogh.com. Read about how STAPLES Business Depot has gained significant business benefits since testing a 1to1 marketing solution from the 1:1 Lab including: overall coupon redemption rate increased by 50%, average amount of customers' purchases increased by 18% over the control piece, 13% lower cost for Staples per redemption, increase in Staples gross profit per transaction by 37%.

Terminal Van Gogh Ltd. (" TVG "), the leading 1 to 1 variable solution provider, announced today that the STAPLES Business Depot Case study created under the Xerox 1:1 Lab is now available off of its website at http://www.terminalvangogh.com

Read about how STAPLES Business Depot has gained significant benefits since testing a 1to1 marketing solution from the 1:1 Lab including: overall coupon redemption rate increased by 50%, average amount of customers' purchases increased by 18% over the control piece, 13% lower cost for Staples per redemption, increase in Staples gross profit per transaction by 37%.

STAPLES wanted to re-engage its customers who had either made minimal or no purchases within the past six months. It also aimed to increase the amount of money each customer spent on their purchase by cross-selling and up-selling to the customer based on past purchase history, obtained through its Enterprise Credit Card and Dividends Loyalty customer programs. "While we've quadrupled our direct marketing efforts in the past year, we were still looking to increase our wallet share within the market," said Caroline Quinn, director, Direct Marketing, STAPLES Business Depot. "We hoped by customizing the messaging, and sending out the right offer at the right time to the right people, we could get a lift in response."

Xerox's 1:1 Lab, a veritable testing ground for Xerox Customers, demonstrates the power and accessibility of data-driven one-to-one marketing and has accelerated its adoption by the data mining and marketing community. Terminal Van Gogh, the co-manager of the 1:1 Lab, provided strategy, creative design and all back-bone programming for the 1:1 test package, taking care to keep the overall look as similar as possible to STAPLES' traditional marketing piece to avoid skewing customers' responses and ensuring an objective comparison of results.

Xerox 1:1 Lab

The 1:1 Lab is an enabler for Xerox Canada's graphic arts customers and their marketing and advertising customers to implement data-driven 1 to 1 marketing campaigns on an ongoing basis.

Relatively few corporate marketers have the infrastructure, experience or people to execute personalized communication programs, even though they are aware of its advantages. The 1:1 Lab brings together the hardware, software and skills commercial printers and their customers need without requiring them to invest in these areas.

The 1:1 Lab is working with a select group of partner and client companies to demonstrate the benefits and returns from 1 to 1 communication. The other case studies released are Heritage Education Funds, BC Tourism and Solidarity Fund QFL.

STAPLES Business Depot

The Business Depot Ltd. was founded in Toronto in 1991. It is Canada's largest supplier of office supplies, business machines, office furniture and business services for the small business and home office customer. The company is an everyday low price retailer. The chain operates stores in all provinces across Canada under the banners STAPLES® Business Depot™ and BUREAU EN GROS™. The company has over 11,500 employees serving customers through more than 245 office superstores, catalogue, and e-commerce. STAPLES Business Depot is committed to making shopping easy by offering customers three ways to shop - online, by catalogue and in-store.

Terminal Van Gogh

Terminal Van Gogh is the leading 1 to 1 communication solution provider in North America, offered through a Partner network of value-add printers, agencies and data miners / consulting firms. Utilizing the TVG-Powered™ engine technology, TVG enables partners and their clients to deploy the next generation in 1 to 1 variable communication solutions across print and the web. These solutions drive dramatically higher rates of returns. The TVG solution is the tactical extension of any enterprise's Customer Relationship Management (CRM) strategy, achieving measurable improvements across many business metrics, such as customer acquisition, customer retention or cross-selling/up-selling initiatives. TVG is the co-manager of the award winning Xerox 1:1 Lab that has generated exceptional results for such companies as Reader's Digest, Staples / Business Depot, Heritage Education Funds and BC Tourism. Website http://www.terminalvangogh.com

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