Challenge: As a leading provider of business products and services, Staples was looking to explore customer attitudes toward the Staples Premium Paid Membership Program.

Objective: To understand the program’s perceived value overall, as well as specific program features, with the ultimate goal of ensuring the program’s ongoing relevance and continued growth.

Solution: Plan-it conducted a series of focus groups among mid-market Staples customers, with half of participants being current Staples Premium Members, and half being prospects.

Results: Plan-it was able to identify key drivers of program interest, and provided key insights into the overall attitudes and behaviors toward the Premium Program as well as key competitive programs. Plan-it also made strategic recommendations based on confusion regarding specific membership features and benefits.