Helping US giant Wayfair crack the UK market
Wayfair is the largest online retailer of home furnishings, housewares and home improvement goods in the U.S. Fuelled by technology, innovation and a product offering across millions of items, Wayfair has reinvented the way people shop for their homes.
Success in the U.S has been driven by an acquisition-focused strategy with TV playing a major role in the marketing mix. Furnished with deep attribution insights and a customer-centric shopping experience, they set their sights on the UK market. But it wouldn’t be easy to replicate the rapid US success in the UK. Wayfair needed to overpower established furniture retailers with significant budgets and adapt to the UK media landscape.
The MNC Value
Working to a strict performance-driven model, MNC has deployed an intelligent brand-response strategy to engage, convert and retain UK consumers to the Wayfair brand.
In 2017, MNC helped guide a UK-focused creative strategy to increase performance and brand awareness. One of the nation‘s favourite presenters, Lorraine Kelly, came onboard as Wayfair’s brand ambassador.
We continue to develop a smart strategy spanning linear TV, Radio and Sponsorship to rapidly drive awareness and conversion among the core target audience, in a highly competitive market.
MNC’s intelligent media investment approach has supported sustainable growth for Wayfair in the UK, whilst meeting strict short-term ROI targets. With a rapidly growing UK customer base and a significant rise in brand awareness, Wayfair is going from strength to strength in the UK.