Case study of BloomReach customer Wayfair.

1. CASE STUDY | ALLMODERN 01
Profile Product
Formerly CSN Stores, Wayfair LLC is the parent company for Wayfair.com, BloomSearch
which offers a zillion things home – the largest catalog of home items
anywhere, crossing all styles and budgets, and covering 5,000 brands Impact
of furniture, lighting, cookware and more. Other sites under the Wayfair Measurable improvement in site
umbrella include: AllModern.com, JossAndMain.com, Wayfair.co.uk, visits during first 90 days – with
AllModern.co.uk, Wayfair.de and Buyster.com.au. increases in revenue and profit
Business Challenge
Home furnishings are well-suited to an online business model because
manufacturers have created a wide variety of products that meet
individual consumer needs and tastes. “At AllModern, we sell 4.5 million
products made by 5,000 suppliers,” says Ed Macri, Vice President,
Marketing and Business Intelligence at Wayfair LLC. “When you
“BloomReach’s cloud
consider that a couch might come with seven different wood finishes marketing platform
and 20-30 fabrics, our assortment quickly multiplies into well over one delivered measurable
billion unique products.”
results. The technology
However, this “long tail” of products also creates a big challenge for really works to help more
AllModern: ensuring that its massive selection of products gets found by
consumers find more of
consumers. Since a significant amount of AllModern’s business comes
from natural search, Macri and his team have put a lot of effort into our products.”
search marketing. They have structured their site to make it easier for — Ed Macri
consumers to discover products, and they are constantly adding to
Vice President,
the site’s rich product content, including user reviews and frequently
asked questions. AllModern has also evaluated a variety of search Marketing and
marketing tools, but none of those tools’ pilot projects were able to Business Intelligence
demonstrate significant results. Wayfair LLC
Solution
According to Macri, “BloomReach stood out as being different, and
it delivered measurable results. The technology really works to help
more consumers find more of our products.”

2. CASE STUDY | ALLMODERN 02
Once AllModern had integrated BloomReach’s BloomSearch into
its site, the day-to-day management has been relatively hands-off.
Nonetheless, Macri and his team value the ongoing support provided
by the BloomReach team. “We have been impressed with the caliber
of the people we work with at BloomReach,” he adds. “They have
solid knowledge, and we’re always keen to get their advice on our
marketing activities.”
Incremental Visits Increase Revenue and Profit Now being
During its 90-day BloomSearch pilot, AllModern.com experienced
a material increase in incremental visits, which translated into a discovered on
positive impact on both revenue and profit.
AllModern.com:
AllModern Products Get Found in New Ways “modern free standing towel
With a massive long tail, the phrases that consumers use to rack” “ghostchairs with
discover products on AllModern.com vary greatly from month to
month. “The way that our customers describe their interests is very dining table” “medicine
dynamic,” Macri notes. Since the beginning of the BloomSearch
cabinet made in Italy”
deployment, the percentage of natural search traffic coming from
uncommon phrases has increased. “modern glider chair”
“contemporary lighting fixtures”
Success Drives Expansion
Following the measurable results achieved with BloomSearch
on AllModern.com, Macri and his team are now expanding their
deployment to additional Wayfair sites, including its flagship site,
Wayfair.com. “BloomSearch delivered what we wanted to see,”
Macri summarizes. “We do it all — paid search, affiliate, comparison
shopping engines, display retargeting, and email marketing —
and we see a clear role for BloomReach in our marketing mix.”
BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best
content on the internet to the right consumers seeking it on search engines and social platforms.
BloomReach, Inc. 399 West El Camino Real, Suite 100, Mountain View, CA 94040