Beyond has relaunched Overstock.com and announced the promotion of Carlisha Robinson to chief customer officer.
As now operated, the Overstock platform has introduced enhancements designed to provide and improve customer experience and sales conversion. With an expanded product selection, the new mandate for Overstock.com is, as the company puts it, “crazy good deals,” including discounts of up to 30% to 70% off.
Beyond plans for Overstock have included expanding the product selection and restoring jewelry, which is a category it dropped when the banner shifted to an all-home orientation in 2022.
“Today is a pivotal day for Overstock, as we relaunch this brand by taking it back to its roots with the categories we know drive growth,” said Dave Nielsen, Overstock CEO. “Chandra [Holt, Bed Bath & Beyond CEO] and I, together with our entire organization, spent several weeks preparing to launch phase one of Overstock with an assortment that complements our Bed Bath business. Over the next several months, we will be rolling out additional categories and vendors in addition to the core focus of furniture, patio, rugs and jewelry.”
Marcus Lemonis, Beyond executive chairman, added, “The relaunch of Overstock.com comes at a time of significant growth and innovation for the company, as it continues to expand its product offerings, invest in technology, and put our customers and vendors as our priority. We believe that the return of legacy categories and the establishment of new ones will assist in the mandate to grow the active customer file and increase market share overall for Beyond.”
Robinson joined the company, then still under the Overstock banner, as chief product officer in 2022. She has 30 years of expertise in technology and customer experience with a track record of driving product innovation and growth, Beyond noted. The company added she has been instrumental in the transformation of Beyond from Overstock after it purchased the intellectual assets of Bed Bath & Beyond.
In her new role, Robinson is responsible for product management and user experience functions across the company, supervising Beyond’s customer file, enhancing its loyalty program, improving customer service and launching Beyond+ product and service offerings.
“Carlisha’s intensity for the customer and vendor aligns with the tempo and tenor our company must have,” Lemonis said. “The launch of Overstock.com this week, the launch of Zulily.com in late Q2, and other significant partnership and brand launches we’re working on require the laser focus Carlisha brings to everything she touches.”
Holt added, “Carlisha’s commitment to customer-centricity and innovation combined with her leadership qualities make her the ideal candidate to guide us into the future and help us improve the end-to-end customer experience. With her strategic vision and understanding of customer wants and needs, I am confident in Carlisha’s ability to elevate the user experience and deliver unmatched value to our customers.”
Beyond has been expanding its retail platforms since the acquisition of the Bed Bath & Beyond IP with the purchase of Zulily and preparation for opening other retail banners. Bed Bath & Beyond will remain a broad-based retailer of home-oriented products while Overstock reverts to its original operation as an off-price/clearance retailer.
