The digitally native retailer is going physical with popup locations where customers can try out its products, consult with design experts and even visit a 'How-To' station for demonstrations

E-Commerce home goods retailer Wayfair is opening two retail stores: at the Natick Mall, Massachusetts, and the Westfield Garden State Plaza in New Jersey, for the 2018 holiday season. These stores will provide visitors with access to home design experts and employees who can recommend innovative home solutions and products from across the Wayfair platform.

Elsewhere in the store, a “How-To” station helps customers with DIY projects and creating custom furniture. Ed Macri, chief product and marketing officer at Wayfair, explains, “Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence.”

As more digitally-native brands are finding ways to strategically use brick-and-mortar spaces to their advantage, popups like Wayfair's shops are growing in popularity. Wayfair ultimately hopes to enable its shoppers to interact with its brand in a new way and bring its experience to life.

Wayfair

E-Commerce home goods retailer Wayfair is opening two retail stores: at the Natick Mall, Massachusetts, and the Westfield Garden State Plaza in New Jersey, for the 2018 holiday season. These stores will provide visitors with access to home design experts and employees who can recommend innovative home solutions and products from across the Wayfair platform.

Elsewhere in the store, a “How-To” station helps customers with DIY projects and creating custom furniture. Ed Macri, chief product and marketing officer at Wayfair, explains, “Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence.”