Author: Julie Campbell

The business supply retailer has now announced a considerable expansion into wearables for home and office.

One of the largest internet retailers in the world, Staples, has now announced a number of considerable expansions in its Staples Connect home and office automation platform, which includes a notable wearable technology element.

In fact, Staples has become the first retailer to announce that it has integrated wearables into its platform.

Among the expansions that Staples announced for its Staples Connect was a rollout of 500 stores, brand new pricing for the platform’s Hub, and new collaborations with D-Link, Jawbone, and Microsoft. It is also integrating wearable technology into its platform, which is a first among retailers, despite the fact that this channel is rapidly growing in popularity and is gaining a great deal of attention in terms of actually selling the devices.

The Staples Connect had a limited launch last fall, but is now speeding ahead with cutting edge wearable technology support.

There will now be in-store displays added in 500 locations for the Staples Connect platform. All devices that are compatible can be purchased at the in-store kiosks as well as through the Staples.com website. Those devices include those that have the greatest industry support, as the company has partnerships with 35 existing hardware companies. These include leading brand name manufacturers such as: Radio Thermostat, GE, D-Link, First Alert, Philips, Lutron, Kwikset, Leviton, Cooper, Honeywell, Schlage, and Yale, as well as many others. All together, they bring nearly 150 different smart devices for office and home use to the market.

The executive vice president at Staples for merchandising, Mike Edwards, explained that “Staples Connect offers the best-in-class home and office automation solution, with the widest array of product and services from the most trusted brands.” He went on to say that the expansion that has gone in in-store is a part of the retailer’s overall effort to provide “our customers with the newest tech offerings and innovations.” Many are predicting that wearable technology will be the next big wave and that it will be becoming mainstream before this year comes to a close.

While advertising on these networks is considered to be vital a new survey questions their effectiveness.

Gallup has recently released the results of a social media marketing study that has suggested that this advertising channel is not nearly as effective as some of the leading networks – such as Facebook and Twitter – would have companies believe.

The recent “State of the American Consumer” report from the polling firm showed that few feel these ads work.

The Gallup poll results showed that only 5 percent of Americans feel that social media marketing has a considerable influence over the various products that they purchase. That said, a massive 62 percent of the survey participants felt that these ads had no effect at all on the decisions that they make with regards to purchasing. The survey involved the participation of 18,000 consumers in the United States.

The social media marketing study showed that offline interaction with brands were far more influential.

Participants in the survey stated that they were more heavily influenced by interactions with brands that occurred offline, such as those that occur during in-store visits and that they see in retail display windows. They felt that these were far more influential than ads that they saw over social media such as Facebook and Twitter.

It is expected that those social networks – and others – will be quite surprised by the findings, as will the brands that are expected to spend a total $11.4 billion on advertising over those two leading platforms by the close of 2014.

The Gallup report suggested that Americans are using their favorite social media platforms in order to interact with the people they know, and not necessarily the brands that they like. In fact, the publication suggested that those site users have learned to tune out the ads that are displayed in front of them while they use those social networks.

The social media marketing report said that “These channels do not motivate prospective customers to consider trying a brand or recommending a brand to others,” adding that “Therefore, if companies want to acquire new customers, their best bet is to engage their existing customers and inspire them to advocate on their behalf.”