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CAPTURE MORE SALESWITH IMPROVED PRODUCT DATA.UNITED STATIONERS’ CONTENT INITIATIVE FOR RESELLERS


MANAGING YOUR BUSINESS FORGROWTH AND PROFITABILITYincludes managing product data in today’s electronic world. United Stationers new Content canhelp you guide your customers to simpler and more profitable buying decisions, capturing moresales for you.DEFINING “CONTENT”In its simplest terms, “digital content” is a whole rangeof data that describes the products you sell, in anelectronic format that’s• rich in information for you and your customers• flexible enough to be used for different web or emailapplications as well as the print world.• accessible to you and/or your system vendorHere are some of the examples of improved content thatare already available, or will be on our Electronic CommerceDataBase (ECDB) 2.0 release in Q4 2007. It’s all part ofUnited’s plan for product content that meets an array ofdifferent applications in electronic or print marketing.PHOTOGRAPHYThe web demands product photographs that go beyond the old print catalog world with its many product family photos,to offer individual product photos for increased selectivity and alternate views to better illustrate product detail. Unitedhas already shot 31,000 product images – now available – with more to come.BIC BRITELINER GRIP XLQUARTET PRESTIGE PLUS TOTALERASE DRY-ERASE BOARDFluorescent Blue Fluorescent Green Fluorescent Pink Fluorescent YellowAluminumFinish FrameALERA CENTURY SERIESMahoganyFinish FrameGraphiteFinish FrameMainDetails


“SELL” COPYIn order to truly persuade consumers, descriptive copy must be expertly written and distinguished from simple productfacts, or attributes. Product sell copy and attributes are no longer just a single block of text; now they consist of manyseparate pieces that can be used depending on the marketing application – web-site, email promotion, simple flyer,printed catalog, and other media.QUARTET PRESTIGE PLUS PREMIUM MAGNETIC PORCELAIN MARKER BOARDSELLING POINTS – USE ALL, SOME, OR NONE“ Depend on top-of-the-line Prestige Plus surface for maximum ”durability in heavy-use environments“ Trust that DuraMax Porcelain will not scratch or dent for long-lasting durability ”“ Clearly communicate with Total Erase surface that will not stain or ghost ”“ Juggle multiple tasks with the magnetic surface that also serves ”as a bulletin board and projection screen“ Clean and maintain board with ease ”“ Secure board to wall with patented “Easy Mount” hanging system ”“ Purchase with confidence, supported by a 100% satisfaction guarantee ”PERSUASIVE SELLING COPY“Increase productivity with crisp, cleanpresentations on a Prestige Plus porcelain dryerase board. It’s the perfect choice for heavy-useenvironments that demand clear communicationand maximum durability. Total Erase DuraMaxsurface will not stain or ghost and will remainscratch- and dent-free. Magnetic surface doublesas a bulletin board or projection screen. Attachedtray keeps accessories at your fingertips. Packageincludes four assorted Quartet dry-erase markers,Quick Clips and mounting hardware.”PRODUCTATTRIBUTESProduct attributes vary greatly in complexityby type of product. Having a rich set ofattributes provides more accuracy in productidentification and enables easier productcomparisons for consumers. It also makes iteasier to establish precise routines forproduct search.WARRANTYAND “PACKAGEINCLUDES”These critical pieces of information havetheir own fields.Board TypeBoard WidthBoard HeightFrame ColorFrame MaterialMounting DetailsSurface ColorSurface MaterialPost-Consumer Recycled Content PercentPre-Consumer Recycled Content PercentRecycled CommentsTotal Recycled Content PercentMSDS IndicatorWARRANTYManufacturer’s limitedlifetime warrantyMagnetic Dry-Erase Boards36 in.24 in.MahoganyAnodized Aluminum“Easy Mount” Hanging System IncludedWhitePorcelain on Steel0%0%N/A0%NoPACKAGE INCLUDESPackage includes four assortedQuartet dry-erase markers,Quick Clips and mountinghardware.


HOW DOESIMPROVED CONTENTBENEFITYOU?http://www.biggestbook.comProduct content is a key to customer satisfaction andimproved product selling:• Better consumer understanding of product features& benefits• Stronger identification of the RIGHT product,reducing returns• Easier product comparisons• More user-friendly search• More flexibility to shape product data to yourmarketing strategyMORE TO COMEhttp://www.biggestbook.comUnited’s Q4 release ofECDB 2.0 is just onemore milestone in thetransformation ofproduct data for yoursales growth. Watchfor other keydevelopments, includingthe Q4 re-launch of acompletely redesignedbiggestbook.com thatwill show our newcontent in action.Capturing more saleswith improved productdata is one more key togrowing your sales,profitability andcustomer satisfaction.

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