Wayfair and A&E Networks last week announced that they are teaming on a new series, The Way Home, that will be fully shoppable. The first episode premiered on Saturday.
Hosted by interior designer Evette Rios and lifestyle expert Megan Colarossi, the show will feature home décor DIY how-tos and room makeovers. All products highlighted in the show will be available for purchase aftewards on Wayfair.com.
“We are excited to team up with A+E Networks to produce a new home talk show that helps serve our customers and A&E viewers with an inspiring and entertaining experience,” said Nancy Go, vice president of brand marketing, Wayfair. “The talk show format coupled with online shopping is a great way to bring attainable and helpful home tips to viewers, so they feel empowered to bring the ideas home.”
Wayfair and A&E will also be leveraging cross-device measurements solutions from Samba TV, tracking how linear audiences convert on Wayfair.com. Content and merchandising strategies will be altered throughout the season based on performance.
“A+E Networks is proud to collaborate with Wayfair on creating this exciting new business model,” said Amy Baker, EVP Ad Sales at A+E Networks. “Working closely with a marketer to co-create from the ground up, we were able to bring to life a truly innovative programming concept that incorporates storytelling, analytics and attribution."