What is a relaunch?
A relaunch is usually always a new edition of an existing product, service or website. The “re” in relaunch stands for the new edition and the “launch” describes the publication of a new project. With a relaunch, companies usually want to publish a revised version of an outdated product, program or website. For the most part, this is not just about improvement, but often also about marketing strategies with which a relaunch can win new customers and stand out from other competitors. Especially as a relaunch is always associated with a lot of attention. A relaunch can also help to shed a bad image and define a new beginning.
Why a relaunch?
There can be many reasons for a relaunch. In most cases, old products, services or websites are to be revised and then relaunched on the market in an opening process. This type of relaunch makes many users aware of the company. Even customers who have already dropped out can potentially show interest again. The acquisition of new customers is often the main focus of relaunches. By changing the structure, layout and design, new target groups can be addressed who were not previously interested in the product in question. If a website’s design, structure and layout no longer appear up-to-date, it may also make sense to revamp it. The market share and sales market can also be increased by a relaunch. In addition to these obvious reasons, there may also be other reasons for a relaunch. If a company has received a lot of criticism over time and has built up a poor image, a relaunch can prove useful if a fresh start is desired. A new name could then also suggest that the company is a completely different one.
When is a relaunch worthwhile?
A relaunch is not limited to certain products or services. Whether a relaunch is worthwhile must always be decided on an individual basis. There are many reasons for a relaunch, but is it always necessary? A relaunch certainly makes sense if:
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a website is not up to date in terms of design & structure
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a product needs to be revised
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new potential is seen in a product through a relaunch
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the image must be improved
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want to address new target groups
What are the disadvantages of a relaunch?
Even if a relaunch largely brings advantages, the disadvantages should also be kept in mind. It is quite conceivable that existing customers may be put off by a relaunch. If loyal customers end up on a website that looks completely different from before and perhaps even has a new name, this can lead to a loss of trust. In this case, it makes sense to always inform existing customers about a relaunch. This can be done by email. In addition, a notice can also be placed on the relevant website in the initial period to draw attention to the new features. Communication is particularly important during a relaunch and can contribute to a smooth new start without deterring old customers.
