Daily News
From Home Furnishing Business
Wayfair and A+E Launch “The Way Home” Lifestyle Shoppable Series
October 19,
2016 by Jane Chero in Business Strategy, Designer Weekly, Industry 
Wayfair (NYSE:W), and A+E Networks, today announced the first-ever fully-shoppable TV series.
The Way Home will blend commerce and storytelling and will feature home décor and DIY how-tos, room makeovers and everyday solutions for better living – with all products on display and for sale on Wayfair.com. It is scheduled to premiere Saturday, October 22nd at 11 a.m. ET on Lifetime.
Hosted by interior designer Evette Rios and lifestyle expert Megan Colarossi, The Way Home will share best practices for saving time and money while transforming the home. Each episode will feature experts in the home space, and will tackle everything from renovations and design, to construction and DIY. They will also hit the road to showcase dramatic home makeovers.
“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” according to Go.
A one-stop shop for home solutions and inspiration, The Way Home shoppable sales events on Wayfair.com will go live following each episode premiere. Each sale will include products featured on the show including a handful of must-haves that are heavily discounted for a limited period. Episodes will also be available to view online. Learn more at Wayfair.com/TheWayHome.
“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.”
Wayfair and A+E Networks will also take a unique approach to bridging the TV and online audiences using cross-platform analytics to track how specific on-air programming converts into engagement with Wayfair’s website. For the first time, content and merchandising strategies will be shaped using viewing behavior and ecommerce insights.