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Wish Plays up Discovery-Based Shopping in ‘You Wish’ Campaign

The re-invention of struggling mobile eCommerce marketplace continues as the company is now counting on a new brand campaign to reboot its image and perception with customers.

Under the banner “You Wish,” the new campaign is said to be designed to promote the company’s emphasis on a fun, inexpensive shopping experience.

According to a news release, the campaign — set to debut Monday (Aug. 15) — was created with the the help of ad agency Whale and “tells a story about what would happen if the Wish shopping experience came to life.”

The campaign will run on TV, streaming, radio, social media and other channels, premiering in the U.S. before expanding to markets in the U.K., Canada, Germany, Italy and Australia.

Wish CEO Vijay Talwar said the campaign is “an important milestone for us after a year of incredible transformation within the business as we continue on our mission to build an even greater world of discovery for our shoppers and merchants.”

See also: CEO: Our Customers ‘Forget What They Bought,’ Enjoy the Surprise

It comes just after the launch of a rebranding effort by Wish, which has recently made changes to its shopping experience by offering faster delivery times and new consumer features. In February, Wish rolled out an “invite-only” process for selecting merchants, meaning that new merchants who want to sell on the platform need to go through a multi-stage qualification.

As PYMNTS noted last month, the company has been trying to streamline its operations to compete against larger competitors offering shorter delivery times.

Read more: Wish, Collect+ Partner on Click and Collect Initiative

To that end, it joined forces with Collect+, the largest retail parcel network in the U.K., to speed up and simplify the pickup, delivery and return of packages nationwide. The deal also more than doubled the company’s roster of physical locations.

In an interview with PYMNTS in June, Talwar acknowledged that many people see long delivery times as a disadvantage, but said his conversations with customers have shown that the gap between order and delivery can end up offering a pleasant surprise.

“They’ve actually forgotten what they bought and then they’re very excited to open up that box and see what three, four or five items they’ve purchased, and it’s almost like a Christmas gift to yourself type of thing,” he said.

Talwar also spoke of the discovery-based shopping style the ad campaign promotes. Customers typically don’t visit Wish seeking a particular item, but rather explore with the hopes of finding something “really cool.”

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About: The findings in PYMNTS’ new study, “The Super App Shift: How Consumers Want To Save, Shop And Spend In The Connected Economy,” a collaboration with PayPal, analyzed the responses from 9,904 consumers in Australia, Germany, the U.K. and the U.S. and showed strong demand for a single multifunctional super apps rather than using dozens of individuals ones.


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