Office Depot's redesigned app goes omnichannel

Office Depot (NASDAQ:ODP) recently redesigned its app to help improve personalization and its rewards program. Ultimately, the office supply chain wanted integration between the app and the in-store experience.

The new app is designed for busy professionals and can be purchased through Apple or Google Play, Mobile Commerce Daily reported. 

"The biggest changes from the previous app include personalization and an enhanced experience for members of our Office Depot OfficeMax Rewards program," said Kevin Moffitt, VP of e-commerce at Office Depot. "Other key enhancements include the functionality for customers to quickly reorder their most commonly purchased items, whether purchased at OfficeDepot.com or at an Office Depot or OfficeMax retail store."

The reorder function also helps businesses to simply restock their supply cabinets through in-store pickup or delivery.

The app also features a new look and feel, including a new home page for simpler navigation. Users can access previous purchases when placing new orders and track orders in real time. Consumers can save offers and search products in stock at local stores.

The home page of the new app is personalized with categories and products based on shopping history.

In-store modifications have been made to support the app, such as the ability for an associate to redeem a reward certificate via smartphone during checkout. Plus, a print service option enables users to upload a document and print it at any Office Depot or OfficeMax store. The in-store mode allows consumers to search for products while in-store and look for specific deals by location.

"App users not only want a convenient personalized experience, but identified the importance of mobile as a connector between OfficeDepot.com and Office Depot and OfficeMax retail stores," Moffitt told Mobile Commerce Daily.

Office Depot acquired OfficeMax in 2013. Staples (NASDAQ:SPLS) is still waiting for final approval of its planned $6.3 billion acquisition of Office Depot.

For more:
-See this Mobile Commerce Daily article

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Staples purchase of Office Depot not easy, EU investigates

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