ODP’s online strategy is targeted at consumers with a service and customer experience requirement. It believes these customers aren’t as sensitive to the Every Day Low Prices, or EDLP, charged by its larger online competitors like Amazon (AMZN) or big-box retailers like Walmart (WMT) and Target (TGT). The company plans to compete with the big-box retailers by being a promotional price player. It plans to lower prices during certain periods.
This year, ODP launched a co-branded website. It integrated OMX after the merger. However, ODP needs a concentrated e-commerce strategy if it’s going to revive growth in online sales. As a result of the 2013 merger with OMX and its management strategy, ODP’s online sales increased in 2014.
View more information: https://marketrealist.com/2014/12/online-sales-competitive-advantage-staples/