Wayfair.com: Driving home goods sales with Pinterest
As the largest online retailer of home furnishings and décor, Wayfair.com sells more than 7 million items from 12,000 brands. The e-commerce mega store combines selection and service with inspirational content to help influence purchasing decisions. Pinterest was the ideal channel for Wayfair.com to share striking visual content and engage with shoppers in an authentic way, and it continues to be a major driver of referral traffic and high value sales.
Pinterest provides an amazing forum for consumers to share and collect our product images so it’s really an organic way to build brand awareness and drive direct sales.
Lindsey BachelderCommunity Manager
Tips from Wayfair
Wayfair’s Inspiration Gallery includes thousands of professional interior design photos that are completely shoppable on Wayfair.com.
Reaching new audiences
Wayfair.com is a relatively new brand, so the company looked to Pinterest as a way to engage with new audiences through their thousands of product images, ultimately increasing direct sales and brand awareness.
“Visual imagery drives inspiration, it’s what makes you want to buy things,” Wayfair CEO Niraj Shah said. “We sell things [on our sites] in the same way.”
Wayfair.com has a team that runs the Ideas & Advice section of their site, adding editorial content that influences Wayfair.com’s Pins. Now, Wayfair.com’s thousands of Pins on more than 150 boards link back to product pages but more often to articles so Pinners can see the tips, advice and other inspirational photos that go along with that product or look. Many of Wayfair.com’s Pins also lead to their Inspiration Gallery, a collection of thousands of professional interior design photos that are completely shoppable on Wayfair.com. This makes it easy for Pinners who love the look to recreate it in their own home.
Pinterest is also included in larger marketing campaigns. Wayfair.com works with bloggers who have strong Pinterest followings to source high-quality, unique photographs for their boards, blog and content articles.
Wayfair.com adds the Pin It button to every product page and article on its site, so it’s easy for their visitors to store things they love on Pinterest. They also recently integrated with Pinterest’s Top Pins API, so now people can see Wayfair.com’s Top Pinned Products right on their site.
“Integrating with Pinterest’s API allows us to showcase the Wayfair.com products Pinterest users engage with the most,” said Patrick Baker, Wayfair.com’s social advertising senior analyst. “We hope this will aid our customers in discovering some of the most visually exciting products in our catalog.”
Visual imagery drives inspiration. It’s what makes you want to buy things.
Driving higher-value sales
Wayfair.com finds that Pinterest referrals spend more on average than visitors from other social channels.
Pinners are just as likely to purchase as users from other social channels, but spend 50% more on average as compared to other social channels. They’ll also spend 20% more than users referred from non-social channels, including search.
With Pinterest, Wayfair.com can see which items are most Pinned on a daily basis so they can understand which trends are most popular. They take that information and offer promotions on some of the most popular items.
“Pinterest provides an amazing forum for consumers to share and collect our product images, so it’s really an organic way to build brand awareness and drive direct sales,” said Lindsey Bachelder, community manager at Wayfair.com. “Every day we are unlocking more of Pinterest’s potential for our brand.”
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