Empty Rooms
Wayfair is one of the world’s largest online home goods retailers, offering an extensive range of furniture, décor, and homeware products to customers making significant purchase decisions for their living spaces. Despite their strong digital presence and vast product catalogue, they faced challenges with abandoned baskets and customers who had shown purchase intent but failed to complete transactions, particularly for higher-value furniture items requiring careful consideration. Their digital-only remarketing strategies weren’t effectively recovering these high-intent prospects or re-engaging customers who had previously purchased but hadn’t returned, representing substantial lost revenue across multiple customer lifecycle stages.
Interior Design Plan
Paperplanes implemented a comprehensive multi-segment direct mail strategy launched at the end of October and November, targeting abandoned baskets, next purchase opportunities (customers due for repeat purchases), and winback campaigns for lapsed customers. Over 59,611 letters were sent during the analytical period, each carefully designed to reflect Wayfair’s position as a trusted home furnishing destination whilst addressing specific customer segment needs. The campaigns were optimised for timing and messaging, recognising that home furnishing purchases often require longer consideration periods, with performance closely monitored to understand optimal conversion windows and engagement patterns.
Home Complete
The campaign delivered exceptional results, achieving returns as high as £6 to £1 incremental ROAS on abandoned baskets. Conversion rates were impressive across segments, with 16.8% for abandoned baskets, 7.7% for next purchase opportunities, and 1.9% for winback campaigns, whilst 25% of all mailed customers returned to Wayfair with optimal conversion occurring at 17 days, demonstrating the extended consideration period for home furnishing purchases. Most notably, 23% of targeted customers made more than one additional purchase since receiving their mailing, with mailed customers staying longer on-site and viewing more pages than non-mailed counterparts, proving direct mail’s effectiveness in driving both immediate conversions and long-term customer engagement.
