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Three years ago, Staples decided to reposition its brand in hopes of winning the office supply retail wars. Their main prospect: Small business Managers and Home Office workers (SOHO). These accounts are small enough to be under the field sales radar for corporate accounts, yet numerous enough for gargantuan sales potential as a whole. Staples decided they would not track virtual button users' individually because it smelled a bit too much like spyware for their brand. Therefore they could not track specific sales due to the virtual button. So, before launch they decided on which daily and monthly non-sales metrics that would indicate success or failure.

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