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Campaign Imminent: Wayfair announces first retail location for this fall (Score 72)

announced that it will open its first brick-and-mortar location this fall in Natick, Massachusetts. The store will employ home design experts, and unlike many DTC-run shops, will allow consumers to purchase some products immediately instead of ordering them.

The company will promote the retail shop with marketing efforts, though it has not been disclosed through what channels or to what extent. Either way, sellers, make sure you're reaching out now for revenue.

Per Kantar, Wayfair's spend typically spikes during Q1 and ahead of product launches. It primarily targets female millennials and Gen-X with TV, digital, outdoor, print and social.

According to iSpot, a YTD national TV spend of $36.4 million has targeted women (see chart right). 2018 spend increased to $106.2 million from that of $92.2 million in 2017.

Within the past 12 months, Adbeat reports that the company has spent $41.5 million on digital display placed mostly through Google (44%), Taboola (22%) and other (10%) networks onto site destinations such as yahoo.com, dailymail.co.uk, littlethings.com, msnbc.com and instructables.com. Spend over the prior 12-month period totaled $49.1 million.

Agency & martech readers - the company is currently #205 on the Shift, PR AOR since 2013, longer than average agency tenure (3 to 4 years).