internet retailer webinar final deck 0412
DESCRIPTION
Wayfair\'s long tail of products creates a challenge‚ ensuring that its massive and changing selection of long-tail merchandise from over 5000 brands gets found.This is from our webinar addressing why they chose BloomReach\'s cloud marketing platform to attract more customers to a "zillion things home."TRANSCRIPT
![Page 1: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/1.jpg)
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
![Page 2: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/2.jpg)
-‐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
![Page 3: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/3.jpg)
$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
![Page 4: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/4.jpg)
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
![Page 5: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/5.jpg)
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
![Page 6: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/6.jpg)
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
![Page 7: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/7.jpg)
* 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
![Page 8: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/8.jpg)
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
![Page 9: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/9.jpg)
Getting found a zillion times Search and scale – A Love story
![Page 10: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/10.jpg)
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
![Page 11: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/11.jpg)
Let’s start at the beginning
![Page 12: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/12.jpg)
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
![Page 13: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/13.jpg)
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.
![Page 14: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/14.jpg)
14
225 sites & 5,000,000 products = big challenge
Duplicate content
quality content
Sku growth
indexation
![Page 15: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/15.jpg)
15
301s, canonicalizations, and bears, oh my!
skadoosh
![Page 16: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/16.jpg)
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
![Page 17: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/17.jpg)
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.
![Page 18: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/18.jpg)
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.
![Page 19: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/19.jpg)
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?
![Page 20: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/20.jpg)
20
The results
We broke it here…d’oh!
We love This growth
![Page 21: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/21.jpg)
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!
![Page 22: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/22.jpg)
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
[email protected] | www.wayfair.com
![Page 23: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/23.jpg)
BLOOMREACH INTRODUCTION
![Page 24: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/24.jpg)
THE DIGITAL DISCOVERY DIVIDE SEPARATES YOUR PROSPECTS FROM YOU
![Page 25: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/25.jpg)
![Page 26: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/26.jpg)
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
![Page 27: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/27.jpg)
WE SOLVE THE PROBLEM
Employees
Investors
Select customers
![Page 28: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/28.jpg)
STRATEGIC TO MANY CUSTOMERS
![Page 29: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/29.jpg)
HOW BLOOMREACH “WRE” WORKS
![Page 30: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/30.jpg)
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
![Page 31: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/31.jpg)
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
![Page 32: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/32.jpg)
DYNAMICALLY ADDING THE RIGHT INFORMATION
Related searches: • Le Staub Grill
within 1 hop
Related products: • 5 more contextual instances of steak.
Result? Page Discovered!
![Page 33: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/33.jpg)
THEMATIC PAGES
![Page 34: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/34.jpg)
THEMATIC PAGES
![Page 35: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/35.jpg)
PAID SEARCH TODAY
Consumer searches for “red cardigan sweater” and clicks on ad for “Women’s Cardigan Sweaters” by JC Penney
![Page 36: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/36.jpg)
The landing page for “red cardigan sweater” does not display red sweaters
![Page 37: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/37.jpg)
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
![Page 38: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/38.jpg)
Creates persistent discovery of consumer-curated experiences to drive increased social engagement and traffic from social sources
![Page 39: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/39.jpg)
~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
![Page 40: Internet Retailer Webinar Final Deck 0412](https://reader035.vdocument.in/reader035/viewer/2022081403/555ade8fd8b42a024a8b5202/html5/thumbnails/40.jpg)
Thank You
Questions?