Objective
With $27 billion in sales, serving consumers and businesses of all sizes in 27 countries, Staples invented the office superstore concept in 1986, and continues to innovate in the retail sector as demonstrated by its shrink engagement strategy. We have worked with Staples UK for three years, on a number of pioneering shrink reduction campaigns.

Approach
We developed a strategy and tactics with Staples in the UK based around communicating with staff both directly and indirectly. Utilising a variety of media such as wage slip messages, posters and publications, all of which have helped frontline associates engage with loss issues.

A successful Christmas poster campaign informed staff of what to look out for loss wise such as larger than usual shopping bags, with a Jack Frost type character carrying a swag bag.

Shrink Link, an engaging staff magazine which is bi-annual and in the style of an upmarket coffee table magazine. It’s an eight to 12 page communication vehicle that concentrates on shrink. The style is far from corporate - it gets employees talking and thinking about shrink, risk and health and safety issues.

Results
When our campaign began in the UK, losses for Staples were above the national average. That figure has now been more than halved and is class leading.

Associates on the frontline are beginning to live and breathe the shrink message. Feedback includes, “When we used to hear about shrink, it always seemed like it was somebody else’s problem. Now our team is much more involved in making a difference day-to-day”.