by kristina erickson and sam porter n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Building a Brand: CSN t o Wayfair PowerPoint Presentation
Download Presentation
Building a Brand: CSN t o Wayfair

Loading in 2 Seconds...

play fullscreen
1 / 9

Building a Brand: CSN t o Wayfair - PowerPoint PPT Presentation


  • 156 Views
  • Uploaded on

By Kristina Erickson and Sam Porter. Building a Brand: CSN t o Wayfair. Niche for the Masses. CSN stores founded in 2002 by Conine and Shah Hundreds of online sites selling home goods Focused on small websites with specific names (Allswivelbarstools.com) (Hotplates.com)

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Building a Brand: CSN t o Wayfair' - nora


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
niche for the masses
Niche for the Masses
  • CSN stores founded in 2002 by Conine and Shah
  • Hundreds of online sites selling home goods
  • Focused on small websites with specific names (Allswivelbarstools.com) (Hotplates.com)
  • Relied on search engine optimization
  • Profitable business during the dot com crash.
growth in bad times
Growth in bad times
  • Revenue in 2002: $450,000
  • Revenue in 2006: over $100,000,000
  • Revenue in 2010: $380,000,000
  • Revenue in 2011: $500,000,000
new strategy
New Strategy
  • Huge opportunity in home-goods market
  • Home-goods market more than$500 billion, only 6% online
  • Led to the creation of a brand
  • Combined CSN micro sites into Wayfair
  • Focus on lifetime customers not just users
wayfair
Wayfair
  • Largest online-only retailer
  • 4.5 million items in twenty five categories
  • Not a stumble upon site but a lifestyle
  • Hundreds of selection of items and no inventory
  • Many suppliers
transition to wayfair
Transition to Wayfair
  • 700 CSN employees went on pub crawl to spread news of new site
  • CSN stores had no brand to damage
  • Big risk to create customer loyalty.
  • 70% of customers of CSN stores were not aware of other niche stores
  • Led to creation of one umbrella store
building a brand
Building a Brand
  • Considered creating a brand under CSN stores
  • Hired help to create a brand and a new name
  • New employees to change from transaction focused to interaction with customers
  • Blogs to discuss parenting, interior design, etc.
  • Began raising outside capital to build brand
  • http://www.wayfair.com/
questions
QUESTIONS??

-Do you think it was a good idea to combine the 200 sites?

-Do you think the risks involved with this change are worth the benefits?

references
References

http://www.inc.com/magazine/201204/kasey-wehrum/the-road-to-1-billion-growth-special-report.html