“Back in the fourth quarter of 2017, we were a company in decline,” recalls Darren Zap, Office Depot’s senior marketing manager/display and paid search.
“We were closing stores, we were losing market share, and our customer file was declining. We had just come off of a failed acquisition [by] Staples, and we were really uncertain about the future.
“It was a very challenging environment.”
To add a further degree of difficulty to that challenge, the retailer was transitioning from its 30-year legacy as a traditional office-supply enterprise to a services-focused...