Office Depot

Global supplier of office products and services


Office Depot, a renowned global provider of office products and services retained Edge in 2009 to execute a cutting-edge email communications initiative. With a vast and diverse B2B clientele, email emerged as the quintessential conduit to foster and fortify connections with each valued customer.

The plan has two parts. First, we asked customers to tell us what they like and want. This helps us understand them better. Then, we use this info to send them emails that they’ll find interesting and useful. It’s like a custom-made newsletter just for them.

Next, we kick things up a notch! We start sending out emails with exciting news and special deals that match what each customer likes. It’s like having a personal shopper for emails. This way, we make sure each email is like a little gift, bringing something cool to the customer.

Subsequently, the program metamorphoses into a dynamic platform that orchestrates a symphony of timely and bespoke eNewsletters and promotions. This orchestration is fuelled by a deep understanding of individual customer journeys, ensuring that each interaction is laden with value, relevance, and resonance. By discerning the nuanced fabric of each customer’s aspirations, Edge and Office Depot join hands in delivering communication that is not just timely, but also profoundly impactful.

The dynamic evolution of this initiative serves as a testament to the enduring collaboration between Office Depot and Edge. Together, we have embarked on a journey that transcends mere communication—it’s a narrative woven with customer-centricity, innovation, and a relentless pursuit of excellence. As we march forward, our shared commitment to crafting meaningful interactions remains unwavering, ensuring that Office Depot’s email communications continue to be a beacon of value and relevance in an ever-evolving landscape.

We have also run a variety of integrated campaigns for our Clients where we combine the joined up power of off-line and online. Utilising highly personalised direct mail, with email and driving prospects to a personalised landing page proved very successful. This campaign for Office Depot achieved a 7% response rate which was brilliant! More satisfying was hearing from a sales person that a prospect they met actually had the card on their desk and loved it.

Read the full case-study here.

Cutting through the usual ‘dull’ B2B marketing we used humour to offer up this payful ‘free eye test’ as a concept. 
Again combing direct mail with email and pushing to a highly personalsed landing page.

This delivered better than expected results again for Office Depot and quickly became a proven formula to reach and engage with their target audience.

From 2016 Edge have become increasingly involved in supporting the European territories in delivering pan-European activity and Campaigns. Multi-territory and multi-language Campaigns have presented a unique challenge but one the team at Edge have enjoyed and upped their game in delivering hugely complex and bespoke email messaging with fantastic results.
Added to this Edge have also delivered Reactor-Mail as a user managed email tool for sales teams, implementation teams and also customer services. This tool supports a myriad of marketing and sales activity across both Office Depot Europe and also Viking.