OfficeDepot.com is the company’s flagship in cyberspace, next to a range of electronic commerce such as VikingOP.com, TechDepot.com, OfficeTechCenter.com, and Computers4sure.com, which are all worth a visit. However, from a branding point of view, this column will focus on Office Depot.

The concept is appealing as it allows Office Depot to include useful resources, from free downloadable forms, to small business advice and an Internet radio show: "The Small Business Advocate Show," hosted by Jim Blasingame.

The front page is an electronic commerce portal, designed to download quickly even with slow dial-up connections. The layout is clean and simple, on a white background. Easy download allows Office Depot to include everyone in its target market: the office services department on an outdated, slow computer and home offices on a dial up.

Buying reams of laser printer paper was easy, although we found it tricky to choose the type of paper we wanted, as going back and forth was generally laborious. After reloading pages, a puzzling error message eventually popped up.

Another inefficiency and source of frustration is that prices are not displayed next to the items and their thumbnail picture. The visitor is therefore forced to click on individual product to find out if it falls within budget. Although, the Small Business Center features certainly support the "What you need to know" positioning, the usability issues call into question Office Depot's brand. Buying supplies is not a fun browsing experience, which cause the brand to lose points for inefficiency.

"What you need" is really the true core of Office Depot’s business. Although this site is generally good, it trails nonetheless behind its main competitor, Staples.com, where we concluded last year the user will enjoy an "easy-in and easy-out experience."