How location-based media helped Office Depot recover from the brand abyss

Geoffrey Precourt

Office Depot, the retailer, is pursuing a journey of digital transformation that reflects wider changes in the business environment.

“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.

Darren Zap, senior marketing manager/display and paid search, Office Depot

“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...

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