BOSTON: Home furnishing e-commerce company Wayfair has selected Lippe Taylor as its first consumer agency following an RFP process.
Wayfair, which rebranded from CSN Stores last September, was looking for an agency to help with consumer outreach, said Chuck Casto, VP of corporate communications at the company. It picked Lippe Taylor because of its work in the consumer space, he said.
Lewis PR will continue as Wayfair's AOR for business and tech support, said Casto.
The company has a “really strong and talented internal team,” he said, adding that it has placed Wayfair on national TV shows like Today. However, it wants Lippe Taylor to help with consumer and media outreach.
Casto said the online shopping site will target women between the ages of 35 and 55, as well as men, who make up 40% of the company's customers.
Wayfair staffers manage the brand's social media platforms, but Lippe Taylor will work on blogger outreach, said Casto.
Jim Joseph, president of Lippe Taylor, said the firm's goal is to “raise awareness and get people to go to the site.”
He added that the agency will also promote Wayfair's “My Way Home” internal blog, which gives consumers a behind-the-scenes look at the company's home-furnishing expertise.
Another goal of the blog is to get home enthusiasts, customers, designers, and “anyone who cares about all things home” excited about what Wayfair has to offer, explained Casto.