Customer Value

Understanding our Customers

In support of our turnaround plan, our U.S. Operations have invested significantly in customer-focused research over past several years, including some leading edge studies that will greatly influence our direction as a company.

Recognizing that yesterday’s information and solutions cannot keep pace with tomorrow’s challenges and opportunities, OfficeMax sought answers through progressive and innovative means. Two prime examples include the ethnographic research study we conducted in 2006, and the Multicultural Market Analysis and Retail Store Profile project we kicked off in 2007.

Both of these initiatives represent new ways at looking at behavior and data, respectively, that will help us understand our customers on many levels. For our ethnographic research study, our researchers immersed themselves in our customers’ culture to gain insight into how customers use and perceive our products and services. Our Multicultural Market Analysis and Retail Store Profile project compared U.S. Census and other market information with OfficeMax point-of-sale data to reveal some potentially powerful opportunities.