OfficeMax unveiled a new store prototype that dramatically differentiates OfficeMax from other office supply stores. The design replaces the industry-standard warehouse format with an engaging, colorful environment that highlights small- and home-office solutions.
As customers enter, a central technology "hub" creates a striking focal point. Whimsical photographic banners direct shoppers to their destinations, and a community area allows customers to check email, sip coffee or catch up on the news.
The first prototype opens this month in Macedonia, Ohio, with many more stores opening across the country soon. This design represents the future of OfficeMax's retail stores and the company''s customer-centric approach.
"To create this prototype we not only talked with customers, but we also watched them shop. That insight helped us create a new store concept that is truly 'built by customers,'" said Sam K. Duncan, OfficeMax chairman and chief executive officer. "The new format gives customers a reason to shop here more often and stay longer, turning our store into a resource, rather than just a warehouse."
Research showed that although customers were happy with the OfficeMax experience, they didn't take advantage of the breadth of the store's offerings. The new design showcases OfficeMax's innovative solutions by directing customers to boutique-like shopping areas.
One of the newest areas is OfficeMax Ink, Filling Station, a refillable ink cartridge kiosk. This computerized program evaluates the condition of a cartridge, fills it, and runs it through a print test. The cost is 30 to 50 percent less than a new cartridge. This new OfficeMax initiative debuts as part of the new store concept and will roll out to select existing OfficeMax stores in the coming months.
Understanding today's busy mobile professionals, the new store has a community area, called OfficeMax Cafe, where customers can enjoy a cup of free, individually brewed gourmet coffee, browse a local networking bulletin board or catch up on business publications. The Café offers WiFi connectivity so customers can download reports and have them printed at OfficeMax Print and Document Services while watching cable TV news or shopping for supplies.
Other new features are brightly colored bulk bins that will remind customers of shopping for penny candy as they scoop up basics such as paper clips, pens and rubber bands. The bulk bins make it possible for customers to purchase only as much as they need.
The store's central hub helps customers immediately orient themselves, and improved sight lines make other shopping categories visible from across the store. Soft lighting, a soothing color palette of golds, oranges, greens and blues and rich textures create a residential, boutique feel.
"The new design truly differentiates OfficeMax," said Ryan Vero, OfficeMax chief merchandising officer. "Warehouse stores were primarily about convenience without style. The new store brings together convenience and style with a warm, inviting atmosphere that re-captures the simple fun of shopping for office products."
OfficeMax partnered with Envirosell, a research firm specializing in consumer shopping, and FRCH Design Worldwide, an international architecture and design firm, to help create a format that helps customers "do their thing," in line with OfficeMax's tagline, "What's Your Thing?"
Other changes that improve the shopping experience for customers include a combined check-out and customer service desk at the front of the store, allowing for easy and immediate access to personalized help.
"The launch of the new store format is one of the most visible changes going on at OfficeMax to enhance service, performance and profitability," Duncan said. "We know that by focusing on customer needs and exceeding their expectations, we will delight our customers and shareholders. This new store concept is one of many exciting initiatives and announcements this year and in 2006."
A month-long grand opening celebration kicked off this week for the first new concept store, 500 E. Aurora Road, Macedonia, Ohio.
