Ziggy’s Warehouse

Brand identity

It’s an interesting challenge to work out the Ziggy’s brand identity.

We started as

Ziggy’s Warehouse : the gizmo, gift & gadget superstore

Great positioning for category leadership, but what about the toys or exercise equipment? Those are significant parts of the business. And I can’t see how we’ll stretch luggage into those 3 g’s. What happens if we start selling suppliments?

Ziggy’s also runs warehouse sales and retail clearances, so it’s got a closeout business. Closeouts is a strange business to stay in. Sometimes we have lots of inventory at great prices, other times we’re stuck without a thing to sell.

Like many businesses, Ziggy’s has an identity crisis. Large companies often say that’s not our business, but the small guys try to be all things to all customers. That often becomes a reason to sell whatever we think will sell. As a result they often chop and change their focus and strategy. I am so guilty of that in the past.

The staff say we sell anything that’s not nailed down.

Ziggy’s Warehouse sells consumer products through a variety of online and offline channels. Wow! Sound like soulless business school speak.

Fast growth companies are built with passion…

Ziggy’s Warehouse :: cool products :: hot service

That’s our service guarantee, not quite a brand identity but a pretty good sense of the attitude around here.