Office Depot

Sprite is the strongest signal in Office Depot's top 10 — at 0.89, a beverage brand outranks every office supply, technology, or retail competitor in the set. Similarity here measures how closely two entities' audiences resemble each other in composition, not how related the entities are; and by that measure, Office Depot's audience looks far more like a soft drink's than like its own kind.

The shape is broad: scores run from 0.89 down to 0.83 across the top 10 with no sharp drop-off, indicating wide audience overlap across many different brand types. World of Coca-Cola (0.88) and Mattress Firm (0.87) follow closely, then The Coca-Cola Co. (0.87) and The UPS Store (0.85). The subcategory spread across the top 10 is striking: Beverages (Sprite, Coca-Cola Co., Sunkist, Tropicana), Home (Mattress Firm), Destinations (World of Coca-Cola), Other (The UPS Store), Grocery and Superstores (Dollar Tree), Restaurant (Quiznos), and Fashion (Lane Bryant). Not one neighbor shares Office Depot's own subcategory — Department Stores — in the top 10.

The two fellow Department Stores in the broader payload, Kmart Deals (0.80) and Kmart (0.80), appear only at positions 26 and 27, well outside the top 10. What the top 10 reveals is an audience defined less by retail category than by a broad, mainstream consumer profile that cuts across beverages, home goods, food service, and value retail simultaneously.