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  • August 2015
  • Case
  • HBS Case Collection

Building an e-Commerce Brand at Wayfair

By: Thales Teixeira and Elizabeth Anne Watkins
  • Format:Print
  • | Language:English
  • | Pages:14
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Abstract

Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need to be made. The first decision is in regard to the amount of money to be allocated for advertising in 2014. The second decision concerns how to allocate this budget. How much should go to TV ads? How should the remainder be allocated within the digital media options?

Keywords

E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; "Marketing Analytics"; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Communications Industry; Consumer Products Industry; Retail Industry; United States

Citation

Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
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Related Work

    • August 2015
    • Faculty Research

    Building an e-Commerce Brand at Wayfair

    By: Thales Teixeira and Elizabeth Anne Watkins
Related Work
  • Building an e-Commerce Brand at Wayfair By: Thales Teixeira and Elizabeth Anne Watkins
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