How does Wayfair working
Wayfair is a US-based e-commerce company that sells furniture and home furnishings online. The marketing strategy of using social media has brought great success to the brand and made consumers feel valued.
For the brand, Wayfair uses the adoption of the Internet to engage with consumers for increased brand exposure and awareness, and CUSTOMER LOYALTY. The brand has consistently grown its audience across Facebook, Twitter, and Instagram, with the latter platform seeing exceptionally high levels of engagement. From October to November 2016, the Wayfair US Instagram channel accounted for 84% of the brand’s total social engagement for the period.
At the same time, Wayfair encourages consumers to share photos of their products and furniture styles and has created an Instagram hashtag called wayfairathome hashtag. to integrate user-shared content. The integration also made it easier for purchased consumers and potential customers to search for relevant content. Some of the hashtags associated with the product category, such as # serveware or #summercooking, also allow the brand to target users who have a genuine appetite for a particular product and are more likely to buy it.
Wayfair does think through the use of Like2Buy – a platform that allows users to find and buy items featured on the Instagram channel. 60% of Instagram users say they learn about products and services on the app, meaning users can access them directly without having to ask in the comments or search the leading site endlessly
Connection between market and customers
For UGC publishers, the post might demonstrate the things they purchase and the better lifestyle they want people to emphasise and satisfy their demands. Indeed, the contact between the customer and the brand is pleasant. Freedman has stressed the point of digital optimism, stating that Wayfair transfers more authority to the consumer, causing them to be the site’s “market leader.” The brand’s community allows product users to communicate with the brand, share products, and explore other consumers’ buying experiences to comprehend product information and brand activities better. White emphasised the open resource, which is thoroughly explained in the way that Wayfair presented. Connectivity also happens when customers are willing to collaborate with others in a different part of the network. For example, the interaction with other consumers on the site can communicate creative inspiration, such as decoration style, furniture product use etc.
Overall, the biggest beneficiaries should be the brands themselves. Through the interaction with customers on the Internet platform, firstly, according to this type of marketing strategy, brand awareness, exposure rate and customer engagement are improved. Posts containing an Instagram hashtag generate 12.6% more participation on average than those without the hashtag. Secondly, the boundary between the brand and the customers who have already consumed it is enhanced. Providing customers with a perfect after-sale consumption experience makes them more likely to recommend brand products to their families and friends. The propaganda campaign uses customers themselves to make a higher exposure profile with the public. In this way, Active interaction with others can also attract potential customers. Third, the accurate hashtag provides a precise search direction to all users, draw their attention and turns potential buyer into actual ones.