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The Boston Globe

Business

Staples revamps site in time for holidays

Staples new website went live last weekend.

Staples

Staples new website went live last weekend.

Staples Inc., the world’s second-largest Internet retailer, has launched a complete redesign of its Staples.com website featuring faster speeds and more personalized product offerings.

The new website launch is the latest move by Staples to fine-tune its digital shopping experience in advance of the holiday shopping season. The company recently announced it would match prices on items sold and shipped by Amazon.com or other retailers with both retail stores and e-commerce sites beginning Nov. 3.

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The most recognizable online change is the appearance of the new Staples website, which went live last weekend. The Staples.com home page now has less text and larger product images. It features a handful of items personalized by browsing and buying history.

“Almost 100 percent of the site has been tweaked in one way or another,” said Faisal Masud, executive vice president of global e-commerce at the Framingham retailer. “It’s a lot less busy and more oriented to finding what you’re looking for and checking out.”

Masud, a former executive at both Groupon and Amazon, said the website remodel has been in development for four months and was high on his list of priorities when he joined Staples in May.

He said the company took advantage of the personalization expertise of Runa, a Silicon Valley software firm Staples acquired earlier this month, to provide unique deals and pricing to individual consumers. Staples intends to further customize the website by building more of its own software and moving away from third-party programs.

The website currently offers more than 200,000 products and the retailer hopes to reach 1 million next year.

“The new site will enable us to get to that milestone,” Masud said. “You’re able to discover a lot more product than you were before.”

The website is part of the struggling retailer’s broader emphasis on streamlining customer experiences in stores, online, and through mobile applications. New applications and a mobile website with the same look and functionality of Staples.com will be introduced in the coming months.

Taryn Luna can be reached at taryn.luna@globe.com. Follow her on Twitter @tarynluna.

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