Wayfair shares how they're helping their customers find over 5M products on 225 sites. For additional BloomReach customer stories, please visit http://www.bloomreach.com/customers/

1. Getting found a zillion times
Search and scale – A Love story

2. Wayfair - The Choice for Home Goods Selection
Founded
In 2002
#51Top 500 list (2010) $550mm
Internet Retailer
online-only retailer
5,000,000 5,000 100,000
Products Brands Products added monthly
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3. Let’s start at
the beginning

4. In the Beginning
2002: Racks & Stands is born. Proves the concept –
selection depth drives visibility (and revenue!).
2003-2009: More and more and more!
2002/
2004 2005 2006 2007 2008 2009 2010 2011
2003
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5. The Birth of Wayfair
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.
2002/
2004 2005 2006 2007 2008 2009 2010 2011
2003
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6. 225 sites & 5,000,000 products = Big Challenge
Duplicate content Sku Growth
Quality Content Indexation
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7. 301s, Canonicalizations, and Bears, oh my!
SKADOOSH
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8. 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 8

9. 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 and 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.
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10. Enter Bloomreach
How long to implement? What do you get?
About 20 man hours
When you do it 5,000,000 times, these internal links
make a pretty strong bridge.
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11. 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 Where do you want to Kitchen Rug: 60,500
monthly Wayfair #4 deploy your human Wayfair #1
resources?
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12. The results
We love
this
growth
We broke it here…d’oh!
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13. 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!
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14. 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
tkilroy@wayfair.com | www.wayfair.com