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Wayfair Partners with HGTV on Comprehensive Program Integration

More than Doubles Ad Response Rate by Helping Viewers Shop Hit HGTV Summer Shows

July 09, 2014 --

BOSTON, July 9, 2014 /PRNewswire/ --Wayfair, the online destination for everything home, today announced program integration on top HGTV shows including Brother vs. Brother and Flipping The Block. This integration is part of a broader partnership that brings HGTV's popular home design programming together with the world's largest selection of home goods to make real life decorating solutions more accessible to everyone. Through program integration and Daily Sales events on Wayfair.com, consumers can now easily shop the looks they love, right from their favorite summer shows.

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Show integration kicked off in June with the season premiere of HGTV's popular competition series, Brother vs. Brother, and will continue in July with the debut of Flipping the Block featuring integrated content from Joss & Main, Wayfair's members-only home goods brand.

"We have partnered with HGTV to close the gap between content and commerce in the home design and renovation category," noted Niraj Shah, CEO and co-founder of Wayfair. "It's the perfect marriage of brands as we match popular HGTV programming with Wayfair.com's online shopping experience to bring inspiration to life for all shoppers. Together, we are addressing the mass market with design ideas and home solutions that span all styles and budgets to make great design accessible to everyone."


In its comprehensive brand integration,HGTV features Wayfair.com products in a pop-up shop and on a design truck as part of Brother vs. Brother's Design Town, where contestants shop for products to bring their interior design visions to life.

"At HGTV, we make it our mission to bring our viewers ideas, design trends and information that is relevant to their lifestyle," added Donna Stephens, senior vice president of ad sales, HGTV/DIY Network. "Wayfair.com fits naturally within the context of our programming, so we were willing to deliver a more in-depth integration. Like HGTV, Wayfair.com addresses the entire spectrum of design styles and price points so it is uniquely positioned to help our viewers bring HGTV ideas to life in their homes."

Wayfair has seen its advertising response rate increase more than two-fold with the Brother vs. Brother integration as compared to other primetime airings and the show ranks within the top five performing programs for Wayfair in terms of driving traffic to the web site.

"We have already seen an unprecedented spike in web traffic that correlates directly to our HGTV program integration," noted Nancy Go, vice president of brand, Wayfair. "The Brother vs. Brother premiere was a homerun for us and we look forward to further success throughout the season and with the debut of Flipping the Block. The synergies between Wayfair's family of brands and the HGTV brands are incredibly strong and together we can deliver relevant and timely content to program audiences in a very complementary way."

About HGTV

America's leading home and lifestyle brand, HGTV features a top-rated cable network that is distributed to more than 98 million U.S. households and the HGTV website, HGTV.com, the nation's leading online home-and-garden destination that attracts an average of four million unique visitors per month. The brand also includes the HGTV HOME consumer products line which showcases exclusive collections of paint, flooring, lighting, furniture, plants, fabrics and other home-oriented products. For more information on HGTV HOME branded products and to find a retailer, go to www.hgtvhome.com. In partnership with Hearst Magazines, the HGTV Magazine, a home and lifestyle publication, is currently available on newsstands. Viewers can become fans of HGTV and interact with other home improvement enthusiasts through Facebook, Twitter, Pinterest and Instagram. Headquartered in Knoxville, Tenn., HGTV is wholly owned by Scripps Networks Interactive, Inc. (SNI).

About Wayfair

Wayfair offers a zillion things home an extensive selection of home furnishings and decor across all styles and price points. With more than seven million home items from thousands of brands, Wayfair helps people find the perfect product at the right price through tailored shopping experiences across its brand portfolio. Wayfair's unparalleled selection and superior customer service coupled with the convenience of online shopping, makes it easier than ever before for shoppers to find exactly what they want for their homes.

  • The Wayfair family of brands includes:
  • Wayfair.com, the online destination for all things home
  • Joss & Main, the members-only retail experience for daily home inspiration and savings
  • AllModern, the go-to source for original modern design
  • Birch Lane, a new collection of classic furnishings and timeless home decor
  • DwellStudio, a design house for fashion-forward modern furnishings

Headquartered in Boston, Massachusetts, Wayfair employs more than 1,600 people in its eight global locations of Boston, New York, Ogden, Utah, Hebron, Kentucky, Galway, Ireland, London, Berlin and Sydney. For more information, visit www.wayfair.com.

SOURCE Wayfair

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