Overstock.com Case Study
How Overstock.com Established Affinity among eCommerce Shoppers and Proved ROI of Content MarketingDownload Now
Setting the Scene
Overstock.com is not the only eCommerce site offering discount hungry consumers competitive prices on everything from music to coffee tables to clothing. Building loyalty with this audience requires a brand experience that stands out among e-retailers and focuses on the needs of the audience. The brand turned to Skyword to create a content strategy and infrastructure that would turn its content hub, O.info, into a daily lifestyle destination.
The Skyword team worked with Overstock.com to identify and understand its audience in a holistic way. From those insights, Skyword selected topics that captured audience interests and aligned with the brand. From there, Skyword helped Overstock.com put it into action–recruiting and onboarding storytellers from its extensive freelance network, organizing the workflow and process on the Skyword Platform, and motivating the brand to create a user experience that measured up.
Since Overstock.com relaunched O.info, Overstock.com has confirmed that the new approach to brand storytelling has paid for itself. Today, 7 out of 10 unique visitors to O.info click over to the e-commerce destination Overstock.com. Readers of O.info content are 7 times more likely to convert as Overstock customers than people who have not read O.info. And readers of O.info who convert as Overstock customers have a 36% higher AOV (average order value) compared to all other Overstock.com customer segments.