Staples Misses a Brand Opening.

Why won’t Staples promote their brand with this ecologically invaluable service.

To many of us, the battle to save the planet may seem hopeless especially in light of recent events like the BP debacle. However, giving up is not an option and we should never miss an opportunity to lower our personal carbon footprints.

I now put used batteries in a box called ‘used batteries’ and when it’s full I take it to an environmental collection center, along with paint cans, cleaning solvents, weed control products, etc.

But what about old computers and computer peripherals?
I couldn’t find any place that would take them. I finally found out from a local charitable organization that Staples will recycle computers, printers, copiers and all smaller peripherals. How cool is that?

My respect for the Staples brand soared into the green.

However, I soon found out that no matter how great I thought that was, Staples apparently didn’t. Try and find it on their website. It’s buried deep.

In the ‘below-the-fold’ navigation under a subhead that says ‘ Corporate Information’ there’s a ‘Corporate Responsibility’ menu item that links to a page where, if you go down to the third paragraph, the second hyperlinked text says ‘recycling services.’

Why bury that link?
Could it be that Staples is in two minds about this service? On one hand they can claim it as a useful community service, on the other, they don’t want to encourage an avalanche of recycling.

I say don’t hide it—do the exact opposite! Create a broadbased marketing campaign that positions Staples as a national retailer—actually making a difference to the ecology—instead of another one that just talks about it.

Why not claim that big, green position? In 2009 Staples collected nearly 8 million pounds of old technology to be recycled!

To get some additional information about what they accepted I went to Help>Live Chat and was greeted by Megan.

My question was ‘I need to recycle printers, computers, a scanner and cable, keyboards etc. Is there a $10.00 fee per item or just desktops?’

Megan’s reply was that the $10.00 fee is for large equipment like stand alone copiers—not my PowerMac.

But wait a minute…
However, when I pushed a shopping cart with my old gear into the store I was told that there was a $10.00 fee for desktops.

I was surprised that Megan had told me differently. I actually showed Neal, at my local Staples, the transcript from my chat and asked him to confirm that there was a charge which he did begrudgingly by calling corporate. Yes there was a charge and Megan was wrong and if I didn’t like it I could pack the stuff back in my car. Apparently only Dell computers are accepted free.

The Staples brand to this consumer was sinking.

On both counts Staples failed to build their brand. Firstly for providing a much needed service but not promoting it. And secondly for not having their ducks in a row.

I know some people may think it’s cheap to question a fee for this service but don’t tell me one thing online and then something else in the store.

What you think?

Colin Shubitz is a advertising creative in the Dallas-Fort Worth area. He designs and produces print and interactive assignment for a variety of clients.