Internet Retailer Webinar Final Deck 0412

transcript

How did Wayfair get a zillion things home discovered by more consumers?

*  Moderator: Don Davis, editor, Internet Retailer

Speakers: *  Tim Kilroy, Director of Business Development, Wayfair *  Raj De Datta, CEO and Co-‐founder, BloomReach

-‐10.0%

-‐5.0%

Total retail

E-‐commerce

The web outpaces stores

Source: U.S. Department of Commerce

$0.0 $50.0 $100.0 $150.0 $200.0 $250.0 $300.0 $350.0 $400.0

2011 2012 2013 2014 2015 2016

U.S. E-‐Retail Sales

CAGR=13.3%

More growth ahead

Source: eMarketer

0 5 10 15 20 25 30 35 40

Under $30,000

$30-‐60,000 $60-‐100,000 $100-‐150,000 $150,000+

The affluent shop online the most

Consumers who spend more online than in stores

Computer Digital camera

TV Tablet Mobile phone

Software

Research

And the web influences how they shop in stores

Source: NPD Group

Source of traffic to retail sites

Search

Other retail sites

E-‐mail

Social networks

How do shoppers find you?

Source: Experian Hitwise

*  38% of online shoppers share product-‐related comments on Facebook * 47% read friends’ comments on Facebook and then visit retailers’ sites *  25% of online shoppers purchase as a result

Social shopping is a big deal

Source: Sociable Labs, Jan.-‐Feb. 2012 data

How did Wayfair get a zillion things home discovered by more consumers?

Speakers: * Tim Kilroy, Director of Business Development, Wayfair * Raj De Datta, CEO and Co-‐founder, BloomReach

Getting found a zillion times Search and scale – A Love story

Wayfair - The Choice for Home Goods Selection

Founded In 2002

#51 Internet Retailer Top 500 list (2010)

$550 mm online-only retailer

5,000,000 Products

5,000 Brands

100,000 Products added monthly

Let’s start at the beginning

In the beginning

2002/ 2003 2004 2005 2006 2007 2008 2009 2010 2011

2002: Racks & Stands is born. Proves the concept – selection depth drives visibility ( and revenue! ).

2003-2009: more and more and more

The birth of wayfair

2002/ 2003 2004 2005 2006 2007 2008 2009 2010 2011

As algorithms changed, and our traffic grew, it became clear that we needed more than csn. We needed a brand. In September of 2011, we introduced wayfair.

225 sites & 5,000,000 products = big challenge

Duplicate content

quality content

Sku growth

indexation

301s, canonicalizations, and bears, oh my!

skadoosh

5,000,000 is a big number – and it is growing!

But we aren’t a hits driven company

We thrive on scale Any part of the tail is too small to touch

How do we scale & maximize the tail?

We have ed, jeff and sarah focus on the head terms – and the mission critical brand terms – that will help us compete for every home goods purchase. They also focus on the structure & search-friendly implementation.

Kris, kate & catie drive ahead editorial content. Check out the my way home blog. It’s cool.

Nancy works on the brand, while trisha and samantha work the social. Become a fan: www.facebook.com/wayfair

As great as these people are, there is a limit to how much they can scale.

Enter bloomreach How long to implemenT? About 20 man hours

What do you get?

When you do it 5,000,000 times, these internal links make a pretty strong bridge.

What else do you get? Thematic pages built from your own catalog –

your products pointed at a new keyword

Olive kitchen rug: LOW search volume KITCHEN RUG: 60,500 monthly searches Wayfair #4 Wayfair #1

Where do you want t0 Deploy your human

resources?

The results

We broke it here…d’oh!

We love This growth

Recap – thinking about scale

Bloomreach allows wayfair to drive revenue through head and tail terms. They help us capture visitors and dollars that we may have missed.

Internal links and Thematic pages give us keyword diversity without having to manually create new pages. We are able to extend our vitality in the tail.

Bloomreach allows us to focus our resources on the business critical issues that drive our revenue growth, while bloomreach keeps us visible in the long tail. That is a good thing. We’ve got a zillion things to discover. Get shopping!

Let us know if you’d like to continue the conversation!

Tim Kilroy

Business Development

Wayfair

177 Huntington Ave. Ste 6000 Boston, MA 02115 Direct: +1.617.502.7527 | Fax: +1.617.391.4340

Mobile: +1.617.899.2436

tkilroy@wayfair.com | www.wayfair.com

BLOOMREACH INTRODUCTION

THE DIGITAL DISCOVERY DIVIDE SEPARATES YOUR PROSPECTS FROM YOU

Billions of expressions of

intent

Millions that could

refer to you

Intent you get

ATTRACT THE TRAFFIC & REVENUE YOU SHOULD

~ 90% add’l organic traffic from BloomSearch

~ 20% more conversion with BloomLift

WE SOLVE THE PROBLEM

Employees

Investors

Select customers

STRATEGIC TO MANY CUSTOMERS

HOW BLOOMREACH “WRE” WORKS

YOUR EXISTING PAGES MAY BE MISSING OUT ON OPPORTUNITIES

Consumer interest: “cooking steak on staub grill pan”

Photo of “steak” but not in text. “Steak” not on the page

Result?

Not Discovered

WE INTERPRET CONTENT & INTENT IN REAL TIME

Related Searches •  URLs pointing within the site •  Dynamic link graph •  Addresses: site structure and

crawling ease Related Products •  Selected images and content from

the site •  Enhances the language content of

the page •  Addresses: content richness

and synonyms

DYNAMICALLY ADDING THE RIGHT INFORMATION

Internet Retailer Webinar Final Deck 0412

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