How Wayfair plans to be like Amazon
Wayfair seems to be taking some pages from Amazon’s e-commerce success book.
The company announced that it will launch two holiday pop-up shops on Nov. 1. With locations at the Natick Mall in Natick, Massachusetts and the Westfield Garden State Plaza in Paramus, New Jersey, the company says that it will invite shoppers to explore the unlimited possibilities in home enabled by its flagship e-commerce site.
“We are bringing the Wayfair brand directly to shoppers in a completely new format this holiday season,” said Ed Macri, Chief Product and Marketing Officer of Wayfair. “Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence.”
According to the company, to help visitors discover even more from Wayfair, customer service and home design experts will be on site to answer questions, recommend products and introduce shoppers to innovative new home solutions including Wayfair’s e-design platform. In other areas of the shops, customers can learn how to tackle home improvement projects at the “How-To” station and browse more than 100 fabric swatches to create their very own custom furniture. Visitors will also be able to browse Wayfair’s unparalleled online selection, place orders for next-day or two-day delivery, purchase Wayfair gift cards and shop a curated selection of tabletop and housewares items on display in the pop-up shop.
The announcement follows shortly after Amazon announced its latest brick-and-mortar pilot store The company's new concept store, Amazon 4-star, is being branded as a physical location where everything for sale is rated 4 stars and above, is a top seller or is new and trending on the company’s website.
The company says that customers will find products like the card game Codenames(4.8 stars, with more than 2,000 customer reviews), which 88 percent of reviewers rated 5 stars, and a Lodge 3.5 Inch Cast Iron Mini Skillet (4.4 stars, with more than 10,900 customer reviews), which 76% of reviewers rated 5 stars. Of course, Amazon 4-star shoppers can also find Amazon devices like the Echo Spot (4.5 stars, with more than 5,600 customer reviews), and the Fire TV Stick (4.4 stars, with more than 197,000 customer reviews). The point is for customers to be able to test-drive dozens of Amazon devices and smart home accessories that work with Alexa, and shop a curated selection of speakers, fitness tech, and other highly rated consumer electronics said the company. Digital price tags will display the Prime price and list price, as well as Prime member savings, average star rating, and the total number of reviews a product has received.
“For the first time ever, shoppers will be able to step into the world of Wayfair,” added Macri. “We’re excited to connect with shoppers face-to-face and introduce them to the endless possibilities in shopping for home. We look forward to welcoming both new and loyal customers in an even more personal way this holiday season.”