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On an ongoing basis, United
Stationers invests time, effort and money to perform extensive research studies
to help our resellers stay on top of consumer trends. This effort not only
ensures that our marketing programs are as timely and effective as possible, it
also enables United to provide resellers with the foundation of their annual
sales strategy.
Each year, United focuses on a
particular area of interest, an emerging trend, or a new influence on consumer
preferences. In the past, these studies have included an overview of the office
products marketplace, use of the Internet by office products purchases,
characteristics of furniture buyers, characteristics of computer supplies
buyers, marketing techniques in the office products industry, and others.
Research techniques include telephone surveys, written surveys, online surveys,
focus groups, and others. In
addition to our consumer research, we also dig into the needs of our resellers
on a regular basis, so that we can develop the appropriate programs and
services. Our annual Customer Satisfaction Survey is an online tool that enables
us to ask our customers how we are performing in several major categories –
overall performance, operations/logistics, customer support, account
manager/sales team, marketing services, and business relations. Responses to
this survey result in refinements to our strategies and programs.
Market research is fundamental to United’s
business planning process.
Copyright 2004 by
United Stationers Supply Co.
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