Office Depot Case Study

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Office Depot boosted organic traffic and increased e-commerce
conversion rates by using OneSpace to create personalized
product curations and hyper-targeted content at scale.
CASE STUDY

Background
Office Depot’s website features hundreds
of thousands of SKUs across a wide variety
of both office and non-office-related
categories. The plethora of options requires
customers to apply multiple search filters,
scroll through dozens of pages of products,
and read several reviews before adding
a product to their cart.
For example, Office Depot has 1,977
tape and adhesive products available on
its website. Customers purchase these
products for a variety of uses, from
wrapping presents and hanging holiday
decor to securing moving boxes and more.
So how could Office Depot make it
easier for people to find the products
they’re looking for based on the exact
reasons they buy?
Challenges
• Provide a more personalized
shopping experience.
• Boost organic traffic.
• Increase e-commerce conversion rates.
Why OneSpace?
• Provided a robust content marketing
strategy based on real customer
behavior
• Provided a scalable and cost-effective
process for creating product curations
and content
• Provided on-demand access to over
100,000 prequalified freelancers
• Provided a virtual workspace to
enhance collaboration between
internal and external teams
Solutions
• Create highly targeted product curations.
• Create keyword-rich content such as
articles and infographics.
Results
• Published 363 pages of highly-
targeted content
• Started ranking for 13,000+ new long
tail-keywords
• Increased conversion rates by up to 13%

Company
Office Depot, Inc.
Website
http://www.officedepot.com
Headquarters
Boca Raton, FL
Size
49,000+ employees
Industry
Business Supplies & Equipment
Company Profile
Office Depot, Inc. is a leading global
provider of office products, services
and solutions. The company has
annual sales of approximately $14
billion and serves consumers and
businesses in 59 countries with
approximately 1,800 retail stores,
award-winning e-commerce
sites, and a dedicated business-to-
business sales organization.
Challenges
With hundreds of thousands of products
across a wide variety of categories,
Office Depot needed a quick and easy way
to help its online customers find the
products most relevant to their needs.
Goal #1
Create more personalized
shopping experiences.
Goal #3
Increase e-commerce
conversion rates.
Goal #2
Boost organic traffic.

Solutions
To accomplish these goals, Office Depot
decided to launch a new section of
its website called the Ideas Center.
The Ideas Center showcases product
recommendations, articles and
infographics that are tied to specific
customer needs and interests.
Why OneSpace?
OneSpace offered Office Depot an efficient and cost-effective way
to execute personalized content marketing campaigns at scale.
• With experience in e-commerce and online
marketing, OneSpace’s strategic services
team was able to develop an extensive
content marketing strategy backed by in-
depth research of real customer behavior.
• OneSpace’s on-demand network of over
100,000 freelancers enabled Office Depot to
create content faster and more cost-effectively
than using existing internal resources or
hiring additional employees or temps.
• OneSpace’s virtual workspace made it
easy for internal and external teams to
collaborate, giving Office Depot staff direct
control over project metrics like quality
and completion timeframe.

How It Works
OneSpace’s end-to-end content creation workflow provided Office Depot
with a seamless process for creating hyper-targeted content and product
curations at scale.
Step 1: Create customer profiles.
To lay a solid foundation for the project, OneSpace’s strategic services
team developed a robust content marketing strategy based on real
customer behavior. With the help of freelance data specialists, they
collected and analyzed a variety of search, social and competitive data.
The team used these insights, along with Office Depot’s own knowledge
of its customer base, to create profiles of shoppers to target with
personalized content campaigns.

Step 2: Create relevant topics.
Using OneSpace’s topic ideation tools, a trusted team of freelance
writers created a list of topics that would appeal to each customer
profile. Along with a general description of the topic, freelancers also
provided the page title and target keywords.
Step 3: Deliver in-depth briefs.
Based on the information collected in Steps 1 and 2, OneSpace created
detailed campaign briefs that summarized the team’s content
recommendations for each customer profile.
Every brief included:
• Research summary
• Profile of target customer
• Topics for product curations
• Relevant product categories
• Topics for supplementary content
These briefs were delivered to Office Depot’s internal team for final
review and approval.

Step 4: Curate relevant products.
With the approved campaign briefs
in hand, OneSpace freelancers hand-
selected products for each curation
based on the topic and customer profile
provided. These freelancers ensured
every product had favorable customer
reviews and possessed attributes that
were relevant to both the supplied
topic and the target customer profile.
To speed up the process, they also
provided links, images and titles for all
of the chosen products.
After a quick quality check from other
freelancers, Office Depot’s brand
managers reviewed the selected
products directly within OneSpace’s
virtual work interface, helping their
internal team maintain oversight and
ensure the ideal products were chosen
for each curation.
Your Turn
In Merchandising 101, you learn
to display similar products
together to build a personalized
shopping experience and
encourage a sale. Let’s try it…
Curated Products:
fire starters
marshmallows
graham crackers
roasting sticks
Product Theme:
camping
Question:
What product would you
feature next?
Answer: Chocolate

Step 5: Create curation page copy.
A select group of freelance writers and editors trained in Office Depot’s
brand voice and style guidelines created engaging copy for each
curation, bringing the pages to life by using emotional language and
sensory phrases designed to appeal to the target customer profile.

Step 7: Pass final client review.
As a final quality check, Office Depot
team members reviewed all content
within the OneSpace interface to
ensure it complied with all brand, style
and legal guidelines.
Step 8: Publish and promote.
Office Depot published all curations,
articles and infographics in a new
section of its website called the Ideas
Center, offering customers a more
personalized shopping experience. To
increase the visibility of these new
pages, they included callouts and
links to the content throughout the
website. They also launched a number
of targeted advertising and email
marketing campaigns.
Step 6: Create supplementary content.
To support each curation, these
freelancers also created informative
articles and engaging infographics
based on the topics outlined in each
campaign brief.

Results
Want to see
OneSpace in action?
Sign up for a live demo.
Over the course of a year, OneSpace
helped Office Depot publish:
• 55 product curations
• 264 articles
• 44 infographics
Thanks to OneSpace’s virtual workspace and on-demand network of prequalified freelancers,
Office Depot was able to execute a single curation process in an average of two weeks.
Office Depot also started
ranking in Google search for
an additional 13,568 long-tail
keywords, such as:
• how to build a home office
• how to make people recycle
• office organizing tips
This content helped Office Depot
increase its e-commerce
product conversions, with certain
pages producing up to a 13%
conversion rate.

Office Depot Case Study

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