Our communications need to promote the launch as a new player in the online shopping world. Get great products, at cheaper hassle-free prices. Free shipping. Easy returns.
North American shoppers (primarily in Canada to start with), female 20-45, rural dwellers
Fun, easy-going, colorful, attractive, sophisticated, time-strapped.
Overstock.com, All outlet malls, Amazon.com, eoutlets.com
Tone & Manner How is the brand expressed for this communication?
Promotional, short sentences, easy to understand language, 1-2-3 checkout and navigation, vibrant color, price-slashing.