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Living Values

2008 Corporate Social Responsibility Report

 

Customer Value

 

Understanding our Customers

Understanding our CustomersOur U.S. Operations have invested significantly in customer-focused research over past several years, including some leading edge studies that have already begun to influence our direction as a company.

Two prime examples include ethnographic research and our Multicultural Market Analysis and Retail Store Profile project.

Both of these initiatives represent new ways at looking at behavior and data, respectively, that has helped 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.

Additionally, OfficeMax conducts research on a monthly basis uncovering new needs, ideas and insight into our products, campaigns and services, from both Retail and Contract customers.