Data insights give Wayfair’s print catalog a digital edge
Wayfair.com is on a roll. The furniture and home furnishings e-tailer, which last month announced that its sales jumped 70.6 percent to $2.25 billion in 2015 and its active customer base grew by around 67 percent year-over-year, is not resting on its laurels. Instead, the company is doubling down on customer service and looking to improve its retail experience with a new “full spectrum” print catalog.
The 92-page document will showcase 775 unique items sold by Wayfair, including sofas, custom upholstery, bedroom collections, rugs, lighting and more.
“Wayfair is changing the way people shop for their homes,” said Niraj Shah, CEO, co-founder and co-chairman, Wayfair, in a statement. “Part of that process is helping consumers discover all of the new possibilities enabled by our online retail experience in terms of selection, price, service and inspiration.”
According to Wayfair, product selection for the new catalog was developed as a result of “quantitative and algorithm based insights.” The home furnishings e-tailer uses the same information gathered through its own proprietary technology when it comes to its national advertising and partnerships with media brands including HGTV, This Old House and others.
“Technology enables us to serve our customers better than anyone else in the industry,” said Mr. Shah. “We are using our proprietary data and insights to make the shopping experience more tangible while not limiting our customers’ access to selection and great prices.”
Mr. Shah’s claim of superior customer service received some recent backing when Wayfair was received the Gold Stevie Award in the Customer Service Center of the Year retail category. Wayfair was also named tops in the People’s Choice Stevie Award for Favorite Customer Service in the retail category.
- Wayfair.com Expands on Immersive Retail Experience with New Catalog Launch – Wayfair.com/Business Wire
- Wayfair Recognized for Customer Service Excellence – Wayfair.com/Business Wire
- Wayfair Announces Fourth Quarter and Full Year 2015 Results – Wayfair Inc.
DISCUSSION QUESTIONS: What role do you see print catalogs filling for e-commerce operators today? Do you expect that Wayfair’s catalog will be more or less effective in generating sales than the norm as a result of the company’s use of “quantitative and algorithm based insights” to develop the document?