Overstock marketing campaign
It has been touting its super-shortened new name and image on its website and national TV since. But apparently, America isn't ready for O. Not yet anyway, reports Beth Snyder Bulik at AdAge.
Strategy - market or promo overstock & slow moving items from Anonymous: MarketingProfs Question
Overstock is postponing its rebranding campaign until at least after the holiday season, reverting its website, and all of its advertising in the US to its old name. It'll keep using the O. Its NFL stadium in Oakland will remain the O.
Why is the online retailer backtracking? Instead of plugging O. Overstock didn't want to hurt its sales for the big holiday season, so it makes sense from that short-term standpoint. Right now, consumers are more familiar with Overstock. This isn't a Netflix-Quikster catastrophe situation for Overstock. It's not completely abandoning the project, and there's no direct impact to consumers other than the URL they have to type in.
In fact, its customers may barely notice the reversion, since its ads stated both names anyway.
There are sure to be at least a few confused folks, though. This is a bigger hit for the company internally. All those ads from the past six months have gone to waste, and of course, there'll be a bit of wounded pride. Tech market is nowhere near the dotcom days.
How augmented reality is changing the way we work. You are using an outdated version of Internet Explorer. For security reasons you should upgrade your browser. Please go to Windows Updates and install the latest version.
Trending Tech Insider Finance Politics Strategy Life Sports Video All. You have successfully emailed the post. Follow Marketing Mondays and never miss an update! Get updates in your Facebook news feed. Get updates in your inbox. Get updates in your inbox Subscribe to Marketing Mondays and never miss an update! Overstock Retail Online retail Holiday Shopping Brands Branding Strategy Marketing Advertising Marketing Mondays.
Error Report
Recommended For You Powered by Sailthru. Thanks to our partners. Registration on or use of this site constitutes acceptance of our Terms of Service and Privacy Policy. Disclaimer Commerce Policy Made in NYC. Stock quotes by finanzen.