Meet&CoBOSTON — Wayfair is expanding its physical retail presence as the digitally native home furnishings retailer looks to complement its established e-commerce business with a growing network of brick-and-mortar stores.
Source: https://www.fcnews.net/
The Boston-based retailer recently announced plans to open a store in Pittsburgh next year. The location will add to Wayfair’s existing physical stores in Wilmette, Ill.; Atlanta; and Columbus, Ohio, as well as upcoming locations in Denver; Westchester, N.Y.; Fort Lauderdale, Fla.; Cincinnati; and Princeton, N.J.
“Ultimately, our goal is to have a nationwide footprint in the U.S and stores in our international markets,” said Liza Lefkowski, vice president of merchandising and stores.
Wayfair sees Pittsburgh as a market with both an established customer base and an opportunity to reach new shoppers.
The retailer uses a combination of customer and market data to determine where to open new stores. According to Lefkowski, Wayfair considers the location of its customers, the surrounding retail environment and the local community, while also prioritizing sites near its fulfillment centers to support faster delivery.
“We use data to choose our store locations, prioritizing spots near our fulfillment centers for faster delivery while also considering where our customers live, the surrounding retail market and the local community,” Lefkowski said. “We also look for existing buildings in strong retail corridors, allowing us to efficiently transform them into Wayfair stores.”
Wayfair is also drawing on its technology background and e-commerce experience as it develops the connection between its online and physical shopping experiences.
“We want our stores to feel like an extension of the Wayfair experience online, giving customers the opportunity to see larger pieces in person, discover seasonal décor, and connect with design experts for everything from a full renovation to a simple room refresh,” Lefkowski said.
