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Dunder Mifflin Infinity Rollout

Digital initiative
Corporate / Scranton
2007

Overview

Dunder Mifflin Infinity was launched as a business-to-business website intended to move the company beyond an outdated web presence and compete more directly with large office-supply chains. The Scranton branch became one of the most visible test cases for the tension between online ordering and relationship-based sales.

Challenge

Dunder Mifflin had strong local customer relationships but a weak digital buying experience. Corporate wanted a modern online channel without losing the revenue and account knowledge held by branch salespeople.

Scope

Launch online ordering for business customers

A defined part of the initiative.

Introduce the new platform to branch teams

A defined part of the initiative.

Connect digital orders with existing customer accounts

A defined part of the initiative.

Clarify salesperson ownership and commission issues

A defined part of the initiative.

Collect customer feedback after launch

A defined part of the initiative.

Protect personal service alongside the digital channel

A defined part of the initiative.

Project gallery

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Results

Key outcomes from the Dunder Mifflin story.

0
online ordering launched
0
Dunder Mifflin Infinity went live
0
new channel added to the sales model
Lesson digital ordering works best when account ownership is still clear

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