Many years ago, I worked in one of the call centers for Staples. I started out on the phones, taking orders, and worked my way around the place, and through promotions.
It was a good place to work, although one boss described it as a “white collar factory”, which isn’t necessarily bad, and I enjoyed it, and learned much.
That said, I really don’t have anything bad to say about it – but to try to answer the OP’s question – the company was agressive in pleasing customers. The phone reps had a real sense of empowerment, doing pretty much whatever was necessary to make sure we got the sale (and repeat business). There was a limit of course, you don’t give away the store, but if you have to send out a $10 coupon because we told a customer an order would be delivered the next day, and it wasn’t (and it was demonstrably the company’s fault), then you’d send out that coupon.
As I said, there was a limit: if there’s a blizzard in NYC, and traffic can’t get through, then we’d apologize, and pretty say you’re SOL (diplomatically).
But the company worked extremely hard to fulfill the next day delivery promise (order by X:00 o’clock, and it’ll be delivered next day). So service and value were very high on the list. Please your customers, and they’ll come back.
It didn’t hurt that Staples also pioneered the “instant” office supply store concept: they started in 1986, and by 1997 were a billion dollar company.
Now, with all that, the short answer (too late!) IME was we focused on giving the customer good service and value for their money. After all, at least at the time I was there , the target was the small office (fewer than 50, and as few as 2, or even 1, employees, and I’m sure it’s the same now).