Overstock / Bed Bath & Beyond · Customer Acquisition
Test Print Offers for People Who Just Moved
I oversaw the MyMove integration, which reached people using the change-of-address program with print offers they could redeem online. I A/B tested how those offers were placed and presented.
- Starting Point
- Recent movers had a reason to shop for their new home.
- My Approach
- Lead the integration and test which offers got the most prominent placement in print.
- What Changed
- Print variants gave the shopping coupons different placement, and the channel carried forward under Bed Bath & Beyond.
- My Role
- Oversaw the MyMove integration and A/B testing of print offer placement and strategy.
- Channels
- Change-of-address print offers and online redemption
In This Case
Reach People at the Point of a Move
A change of address is a useful moment to reach someone who may need to furnish a new home. I oversaw Overstock’s MyMove integration, which put retail offers in front of people using the change-of-address program. I A/B tested print layouts and placements to see how different ways of presenting the offer performed.
Decide What the Reader Sees First
The April 2023 proofs show two approaches. The control introduced the savings over the room photo and gave the Overstock Mastercard a spot on the front. The test moved the card promotion to the reverse and put the two shopping coupons together on the front, with clear “now” and “later” labels. That changed the first action a reader was invited to take.
| Design Choice | Control | Test |
|---|---|---|
| First Face | Savings headline over the photo with the credit card offer below. | Savings and both shopping coupons grouped below the photo. |
| Reverse Face | Now and later coupons together. | Credit card promotion and supporting detail. |
| Question | Can both offers earn attention on the front? | Does giving the shopping offer the front make the next step clearer? |
Keep Testing Under the New Storefront
The Bed Bath & Beyond archive shows how the same channel carried forward after the retail rebrand. In the November design explorations, one version set the offer beneath a wide holiday photo. Another put the savings headline in the photo panel and gave the coupon fields their own space. Both kept the now-and-later structure while changing how readers encountered it.
Reach a Recent Mover
Place the offer in the change-of-address channel.
Give the Offer a Clear Next Step
Show when and where each coupon can be used.
Test the Placement
Compare a control with a version that gives the shopping offer a different position.
My role covered both the integration and the testing. I could adjust what the print piece asked readers to do first, then carry those design choices into the next version of the program.