Online marketplace and retailer Wayfair will be opening two holiday pop-up shops on November 1st with two USA locations at the Natick Mall in Natick, Massachusetts and the Westfield Garden State Plaza in Paramus, New Jersey.
We are bringing the Wayfair brand directly to shoppers in a completely new format this holiday season. Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence. For the first time ever, shoppers will be able to step into the world of Wayfair. We’re excited to connect with shoppers face-to-face and introduce them to the endless possibilities in shopping for home. We look forward to welcoming both new and loyal customers in an even more personal way this holiday season.
– Ed Macri, chief product and marketing officer, Wayfair
To help visitors discover even more from Wayfair, customer service and home design experts will be on site to answer questions, recommend products and introduce shoppers to innovative new home solutions including Wayfair’s e-design platform.
In other areas of the shops, customers can learn how to tackle home improvement projects at the “How-To” station and browse more than 100 fabric swatches to create their very own custom furniture. Visitors will also be able to browse Wayfair’s unparalleled online selection, place orders for next-day or two-day delivery, purchase Wayfair gift cards and shop a curated selection of tabletop and housewares items on display in the pop-up shop.
Amazon is leading this trend that the likes of Etsy and Wayfair are also plugging into: clicks to bricks. But it’s by no means clear that it leads to increased marketplace sales or profits for merchants. And there is also a case to suggest that it represents a distraction to companies who should be pure-play online operations.