Adjusting Brand Identity: A Q&A with Overstock on Responding to Customer Purchase Data

Overstock launched in 1999 as a liquidator, selling surplus and overstock goods from every industry. After quickly gaining traction as a retailer, the brand added new, non-overstocked products to its catalog. Overstock has built a large network of partners, both as vendors and suppliers.   Over the past two years, the brand has transitioned from selling overstocked goods in any industry to focusing solely on home goods. Since its founding, Overstock has changed greatly as a brand....

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