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    8 March 2021

    Build a great omnichannel experience through "co-co": collaborate and coordinate!

    Episode 06 The House of Marketing Podcast


    With Thomas Vaarten, Marketing & Digital Director at Overstock Home, Overstock Garden and Exterioo, and Stephanie Tang, Senior Consultant at The House of Marketing.


    Overstock Home, Overstock Garden and Exterioo, the 3 retail brands of Overstock, focus on a broad and modular furniture assortment, offering contemporary design at a great value for money proposition.



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    For Thomas Vaarten, it is not per se omnichannel that is important for a customer, it is about having a seamless and consistent experience throughout the customer journey. To achieve that, he recommends thinking “customer first” and speaking with one voice to the customer. Break the silos and start to “co-co”: collaborate and coordinate, by organizing for example cross-team stand-up meetings.

    In March 2020, when all non-essential stores had to close temporarily, the company didn't stand still and saw this as an opportunity to build its e-commerce business even further. In-store teams improved product content on the website and assisted customers via virtual tours, just to name a few examples of great resilience.

    Implementing new technologies is interesting when it really improves the shopping experience. Chatbots can help productivity and the expertise level of the customer service department; augmented reality (AR) can improve the in-store & online experience to increase conversion.



    "Customer experience across the journey is the most important aspect of your business: you can have beautiful stores, qualitative products, friendly salespeople but if the last mile isn’t perfect as well, your customers might remember you for that."​



    This episode is part of our podcast series on e-commerce and the E-commerce Barometer published by The House of Marketing and


    Thomas Vaarten (Overstock) and Stephanie Tang (THoM)





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