Insight Flash: CE data explores whether brand equity is really driving performance of Overstock.com‘s transition to a relaunched Bed Bath & Beyond website.
Overstock.com has retired its own website and relaunched a Bed Bath & Beyond-branded site in its place. Although the home furnishings site has seen instant popularity, it’s also been fueled by a huge marketing push from Overstock. Will the success continue once the hype dies down?
Only 22% of shoppers on the relaunched site were former Bed Bath customers, implying that the brand equity may not be carrying as much weight as general marketing noise. Additionally, the furniture-heavy assortment is so dramatically different that it might not hold the same attraction for former Bed Bath loyalists – the average ticket is almost 2.5x what it was on the old site.
Overstock.com and Bed Bath & Beyond Online Home Furnishings Spend
![](https://staging.consumer-edge.com/wp-content/uploads/2023/08/CE-Insight-Flash-BBBY-Online-Spend-8.31.23-1024x642.png)
BedBathandBeyond.com Average Ticket Growth
![](https://staging.consumer-edge.com/wp-content/uploads/2023/08/CE-Insight-Flash-BBBY-Average-Ticket-8.31.23-1024x662.png)
Keep tracking CE data to stay on top of site performance once the newness fades, with our unique ability to include only online Bed Bath & Beyond sales in OSTK Total Company numbers.