Wayfair: Registry

Registries are a multi-billion opportunity and it only made sense for Wayfair to enter this landscape. Wayfair’s demographic consists of women 40-65 with an HHI $65k+ so this was also an opportunity to acquire the millennial demographic with hopes they would become a Wayfair loyal consumer.

I was charged to lead the product and marketing materials for this initiative and was given the opportunity to hand pick a special team of product designers, graphic designers, copy writers and photography team. The outcome of this team was truly remarkable.

Catalog + Photography

We wanted to bring the playfulness of the Wayfair brand into the Registry catalog. Could we incorporate our successful musical TV commercials into our photography? You bet we did!
For main catalog and site assets I worked with a wonderful team at Pirello Photography and shot Wayfair exclusive items from Kate Spade with the internal Wayfair Photography studio (Photo Director: Jane Rawnsley, Lead Photographer: Allie Krieder, Stylist: Fiona Hart).
An important factor we took into consideration was to get photos of people interacting with mobile devices as Wayfair did not yet have a brick & mortar retail store (most of the competitors did).

Online Registry

For the Website we looked at millennial sites for inspiration. We wanted to incorporate a lot more white space than the Wayfair.com site. Below are a couple mocks for the Registry site.

Wayfair Registry Landing Page

Wayfair Registry Browse Page

Wayfair Registry Logged In Collections Page