Rival pushes Staples' buttons

By Jenn Abelson | Globe Staff

December 15, 2007

In a "Ditch the Easy Button" promotion, online office supplier Shoplet.com is taking on rival Staples Inc. and its iconic red Easy Button. more stories like this

In the campaign, which was launched last week, Shoplet is giving away a $10 credit for purchases of $50 or more in exchange for every Easy Button customers mail in.

"The Easy Button is an inanimate device that doesn't solve any problems, doesn't save the customer money, and ultimately takes none of the guesswork out of ordering offices supplies. The Easy Button has become an annoyance in the workplace, with people pushing them all the time," said Shoplet founder Tony Ellison.

In the past three years, Staples has sold millions of the $5 buttons that when pressed voice Staples' slogan: "That was easy!" The Framingham retailer donates up to $1 million annually from Easy Button sales to the Boys & Girls Club of America.

Shoplet has received 150 Easy Buttons, and more keep coming daily, Ellison said.

Shoplet's campaign is akin to efforts of the fictional Dunder Mifflin clan on NBC's "The Office," who dream up ways to compete with Staples - a comparison Shoplet does not deny.