Wayfair Case Study


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Case study of BloomReach customer Wayfair.

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Wayfair Case Study

  1. 1. CASE STUDY | ALLMODERN 01Profile ProductFormerly CSN Stores, Wayfair LLC is the parent company for Wayfair.com, BloomSearchwhich offers a zillion things home – the largest catalog of home itemsanywhere, crossing all styles and budgets, and covering 5,000 brands Impactof furniture, lighting, cookware and more. Other sites under the Wayfair Measurable improvement in siteumbrella include: AllModern.com, JossAndMain.com, Wayfair.co.uk, visits during first 90 days – withAllModern.co.uk, Wayfair.de and Buyster.com.au. increases in revenue and profitBusiness ChallengeHome furnishings are well-suited to an online business model becausemanufacturers have created a wide variety of products that meetindividual consumer needs and tastes. “At AllModern, we sell 4.5 millionproducts made by 5,000 suppliers,” says Ed Macri, Vice President,Marketing and Business Intelligence at Wayfair LLC. “When you “BloomReach’s cloudconsider that a couch might come with seven different wood finishes marketing platformand 20-30 fabrics, our assortment quickly multiplies into well over one delivered measurablebillion unique products.” results. The technologyHowever, this “long tail” of products also creates a big challenge for really works to help moreAllModern: ensuring that its massive selection of products gets found by consumers find more ofconsumers. Since a significant amount of AllModern’s business comesfrom natural search, Macri and his team have put a lot of effort into our products.”search marketing. They have structured their site to make it easier for — Ed Macriconsumers to discover products, and they are constantly adding to Vice President,the site’s rich product content, including user reviews and frequentlyasked questions. AllModern has also evaluated a variety of search Marketing andmarketing tools, but none of those tools’ pilot projects were able to Business Intelligencedemonstrate significant results. Wayfair LLCSolutionAccording to Macri, “BloomReach stood out as being different, andit delivered measurable results. The technology really works to helpmore consumers find more of our products.”
  2. 2. CASE STUDY | ALLMODERN 02Once AllModern had integrated BloomReach’s BloomSearch intoits site, the day-to-day management has been relatively hands-off.Nonetheless, Macri and his team value the ongoing support providedby the BloomReach team. “We have been impressed with the caliberof the people we work with at BloomReach,” he adds. “They havesolid knowledge, and we’re always keen to get their advice on ourmarketing activities.”Incremental Visits Increase Revenue and Profit Now beingDuring its 90-day BloomSearch pilot, AllModern.com experienceda material increase in incremental visits, which translated into a discovered onpositive impact on both revenue and profit. AllModern.com:AllModern Products Get Found in New Ways “modern free standing towelWith a massive long tail, the phrases that consumers use to rack” “ghostchairs withdiscover products on AllModern.com vary greatly from month tomonth. “The way that our customers describe their interests is very dining table” “medicinedynamic,” Macri notes. Since the beginning of the BloomSearch cabinet made in Italy”deployment, the percentage of natural search traffic coming fromuncommon phrases has increased. “modern glider chair” “contemporary lighting fixtures”Success Drives ExpansionFollowing the measurable results achieved with BloomSearchon AllModern.com, Macri and his team are now expanding theirdeployment to additional Wayfair sites, including its flagship site,Wayfair.com. “BloomSearch delivered what we wanted to see,”Macri summarizes. “We do it all — paid search, affiliate, comparisonshopping engines, display retargeting, and email marketing —and we see a clear role for BloomReach in our marketing mix.” BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best content on the internet to the right consumers seeking it on search engines and social platforms. BloomReach, Inc. 399 West El Camino Real, Suite 100, Mountain View, CA 94040