News

Retail Top 100 2012, No. 94: Overstock.com

May 7, 2012

In a short-lived rebranding experiment begun in June, the company tried calling itself by the single-letter domain name "O.co." But by November, Overstock.com was once again Overstock.com. President Jonathan Johnson notes that customers continued to call the company "Overstock.com" throughout the transition. "What we learned was that we haven't yet adequately transferred the decade of brand equity we have in Overstock.com. So, we're down-shifting the rebranding effort in order to leverage and transfer that brand equity," Johnson says. However, shoppers can still use O.co as a short cut to reach its site. Also in November, the Salt Lake City-based discount merchant launched a free O.co iPad application, which features the same product selection available on the Overstock.com website.

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