Staples will promote the personal touch right up to the moment it becomes Staples.com

This Staples ad carries the message that it understands the value of building a relationship between it's employees and it's customers and that nothing can replace that one-on-one, face-to-face human contact which builds trust and brand loyalty.

Meanwhile, Staples is aggressively pursuing the shutting of it's brick and mortar stores all over the United States and moving to a web-only presence, almost certainly achieving this cost (and employee) slashing strategy by 2025.

You reconcile these two things.  I can't.