Wayfair Partners with HGTV on Comprehensive Program Integration

Jul 09, 2014 10:47 AM  By

wayfair-300-128Online home goods retailer Wayfair.com has announced program integration on HGTV shows including Brother vs. Brother and Flipping The Block. The integration is part of a broader partnership that brings HGTV’s popular home design programming together with Wayfair’s selection of home goods to make real life decorating solutions more accessible to everyone.

Through program integration and Daily Sales events on Wayfair.com, consumers can now easily shop the looks they love, right from their favorite summer shows.

Show integration kicked off in June with the season premiere of HGTV’s popular competition series, Brother vs. Brother, and will continue in July with the debut of Flipping the Block featuring integrated content from Joss & Main, Wayfair’s members-only home goods brand.

“It’s the perfect marriage of brands as we match popular HGTV programming with Wayfair.com’s online shopping experience to bring inspiration to life for all shoppers,” said Niraj Shah, CEO and co-founder of Wayfair. “Together, we are addressing the mass market with design ideas and home solutions that span all styles and budgets to make great design accessible to everyone.”

In its comprehensive brand integration, HGTV features Wayfair.com products in a pop-up shop and on a design truck as part of Brother vs. Brother’s Design Town, where contestants shop for products to bring their interior design visions to life.

“Wayfair.com fits naturally within the context of our programming, so we were willing to deliver a more in-depth integration,” said Donna Stephens, senior vice president of ad sales, HGTV/DIY Network. “Like HGTV, Wayfair.com addresses the entire spectrum of design styles and price points so it is uniquely positioned to help our viewers bring HGTV ideas to life in their homes.”

Wayfair has seen its advertising response rate increase more than two-fold with the Brother vs. Brother integration as compared to other prime time airings and the show ranks within the top five performing programs for Wayfair in terms of driving traffic to the website.

“We have already seen an unprecedented spike in web traffic that correlates directly to our HGTV program integration,” noted Nancy Go, vice president of brand, Wayfair. “The Brother vs. Brother premiere was a home run for us and we look forward to further success throughout the season and with the debut of Flipping the Block. The synergies between Wayfair’s family of brands and the HGTV brands are incredibly strong and together we can deliver relevant and timely content to program audiences in a very complementary way.”