Staples Inc. has a significant outreach based on mobile connections to its small-business customers that results from a “holistic approach” to customer service.
“We're trying to provide value to our customers—whether they're in a store or trying to reorder in a pinch,” said Prat Vemana, director-mobile strategy for the office supplies retailer. Staples uses mobile to augment its customer service and loyalty efforts rather than supporting outbound marketing.
“There can be this sense of....