Wayfair (NYSE:W), one of the world’s largest online destinations for
home furnishings and décor, today announced the roll-out of its
proprietary search engine marketing platform in Europe. Known as Athena,
the platform was built in-house by Wayfair’s engineering, data science,
and marketing teams and has been the backbone of the online retailer’s
search engine marketing success in the U.S. and a driver of significant
revenue growth for the business.
“With the development and deployment of Athena in the U.S., Wayfair has
dramatically improved its ability to reach customers across a long tail
of search terms, bring those customers to the products they are
searching for, and, as a result, drive greater revenue and
profitability,” noted Ed Macri, Chief Product & Marketing Officer,
Wayfair. “We are adapting the platform for Europe and look forward to
achieving similar success as we continue to expand our business in the
U.K. and Germany.”
With a massive, ever-changing catalog of more than 7 million products,
Wayfair required a customized approach to most effectively connect with
its customers through search. Athena builds on Wayfair’s big data
expertise, leveraging automation and machine learning to increase return
on ad spend, streamline workflows, and improve overall marketing
campaign performance.
“Our 7+ million home products and the Athena search marketing platform
are a powerful combination optimized to meet the performance metrics
that matter to our business,” added Macri. “We are able to easily build
and manage marketing campaigns across brands and markets. We look
forward to seeing Athena’s impact on our business in Europe.”
About Wayfair
Wayfair Inc. offers an extensive selection of home furnishings and décor
across all styles and price points. The Wayfair family of brands
includes:
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Wayfair.com, an online destination for all things home
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Joss & Main, where beautiful furniture and finds meet
irresistible savings
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AllModern, a go-to online source for modern design
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DwellStudio, a design house for fashion-forward modern furnishings
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Birch Lane, a collection of classic furnishings and timeless home décor
Wayfair is headquartered in Boston, Massachusetts, with additional
locations in New York, Utah, Kentucky, Ireland, U.K. and Germany.
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