Selling on the Web lets Staples build deeper, more personalized relationships with customers large and small. A large customer, such as GE or P&G, can create lists of approved office products at discount prices and then let company departments or even individuals do their own online purchasing. This reduces ordering costs, cuts through the red tape, and speeds up the ordering process for customers. At the same time, it encourages companies to use Staples as a sole source for office supplies. Even the smallest companies find 24-hour-a-day online ordering easier and more efficient. In addition, Staples’ Web operations complement store sales. The Staples.com site builds store traffic by helping customers find a local store and check stock and prices. In return, the local store promotes the Web site through in-store kiosks. If customers don’t find what they need on the shelves, they can quickly order it via the kiosk. Thus, Staples backs it’s “that was easy” positioning by offering a full range of contact points and delivery modes—online, catalogs, phone or fax, and in the store. No click-only or brick-only seller can match that kind of call, click, or visit convenience and support.