Wayfair

Kitchen & Dining Catalog

concept  |  branding  |  print 

My Roles: Concept, Design, Retouching, Production.
Other Credits: Marketing and Merchandising Team, Copywriter, and Wayfair Photo Team.

Challenge & Opportunity

High-intent online shoppers were browsing target product categories on Wayfair but dropping off prior to conversion.
Digital retargeting needed a tangible, high-touch counterweight to re-engage the lost opportunities, inspire consideration, and drive multi-channel conversion.

Strategic & Creative Leadership

Partnered with Marketing and Merchandising leadership to analyze category-specific drop-off metrics.
Responsible for concept and design of catalog, with framework focused on value, style storytelling, and depth of product range.

Business Impact & Results

US Market: Directed campaign reaching 4.0M circulation, generating $4.76M in net revenue within 60 days.
Canadian Market: Scaled strategy internationally to 431K circulation, delivering $343K in net revenue within 60 days.

An edited selection of Kitchen & Dining Catalog spreads for the US and Canadian Markets.