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The San Jose Mercury News reports that office supply chain Staples has acquired Runa, a Silicon Valley software company that specializes in sending shoppers "automated personalized promotions to customers based on their shopping history, real-time delivery estimates and offers for cheaper shipping."

Terms of the deal were not disclosed.

According to the story, Runa "becomes the latest e-commerce hub for Staples, which also recently opened tech labs in Seattle and Massachusetts ... Staples is the second-largest e-commerce company after Amazon, with deals to provide office supplies to about 60 percent of the nation's 1,000 largest companies."

Staples tells the paper that the goal is to be able to better compete with Amazon by creating a more personalized shopping experience: "Staples has been working to remake its image as a brick-and-mortar retailer that sells printer paper and envelopes, office supplies that grow increasingly dated with tech innovations and more companies moving their operations to the cloud. Staples has funneled resources into building up its mobile presence and e-commerce offerings, including same-day delivery through Google Shopping Express and next-day delivery with its own fleet."
KC's View:
Staples is being very smart, in my view, by identifying and acquiring the kind of expertise that it needs to remain relevant, with a sustainable business model, in a world that is being rapidly changed by evolving technology. And it isn't just identifying the usual suspect ... it seems to be casting its net far and wide in looking for unique fits that can help it.