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BOSTON — Online home furnishings giant Wayfair.com announced a deal that integrates the products it sells online with popular HGTV shows.
The Boston-based retailer said the “program integration” started on HGTV’s “Brother vs. Brother” show in June and continues on the network’s “Flipping the Block,” which debuts this month. It said it has seen “an unprecedented spike in Web traffic” related to the first show.
“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,” the e-commerce retailer said in a release. “Brother vs. Brother” features integrated content from Wayfair.com and “Flipping the Block” will do the same with Wayfair’s Joss & Main members-only home goods brand.
“We have partnered with HGTV to close the gap between content and commerce in the home design and renovation category,” Wayfair CEO and co-founder Niraj Shah said.
“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. 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.”
Terms of the arrangement were not disclosed.
On the first show, Wayfair.com products are featured in a pop-up shop and on a design truck as part of “Brother vs. Brother’s” Design Town, where contestants shop. The arrangement will be similar on “Flipping the Block,” according to a Wayfair spokesperson.
Donna Stephens, senior vice president of ad sales for HGTV/ DIY Network, said, “Wayfair.com fits naturally within the context of our programming, so we were willing to deliver a more in-depth integration. 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 said its advertising response rate increased more than twofold with the first show integration as compared to other primetime airings and said the show ranks within the top five performing programs for the retailer in terms of driving traffic to the website. The other top performing HGTV shows are “Love It or List It,” “Love it or List it II,” “Property Brothers” and “House Hunters.”
