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%  

0.0%  

5.0%  

10.0%  

15.0%  

20.0%  

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  

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  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

Computer   Digital  camera  

TV   Tablet   Mobile  phone  

Software  

Research  

Buy  

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  

Other  

33%  

26%  

27%  

7%  

7%  

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

10

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

12

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

13

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.

14

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

Duplicate content

quality content

Sku growth

indexation

15

301s, canonicalizations, and bears, oh my!

skadoosh

16

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

17

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.

18

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.

19

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?

20

The results

We broke it here…d’oh!

We love This growth

21

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

© BloomReach 2011

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

© BloomReach 2011

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

Related searches: •  Le Staub Grill

within 1 hop

Related products: •  5 more contextual instances of steak.

Result? Page Discovered!

THEMATIC PAGES

THEMATIC PAGES

PAID SEARCH TODAY

Consumer searches for “red cardigan sweater” and clicks on ad for “Women’s Cardigan Sweaters” by JC Penney

The landing page for “red cardigan sweater” does not display red sweaters

BloomLift determines and generates the ideal landing page for “red cardigan sweater,” based on product availability—driving higher revenue and conversion for paid search campaigns

Creates persistent discovery of consumer-curated experiences to drive increased social engagement and traffic from social sources

~90% AVERAGE UPLIFT THROUGH BLOOMSEARCH ~20% CONVERSION UPLIFT THROUGH BLOOMLIFT

1 2 3 4 5 6 7 8 9 10 11 12 13 14

125%

100

75

50

25

0

Average and Minimum Non-Branded Natural Search Uplift (Post BloomReach Launch)

Months Since BloomReach Launch

Equal or higher conversion rates

* Based on 70 customer sample

Thank You

Questions?