Wayfair Supplier Advertising Platform Feedback Survey

Thank you for taking time to share about your business and how you operate. We’re very grateful for this opportunity to learn, so that we can serve you and your team better. The upcoming interview is part of a study to understand our global Suppliers’ needs and “way of working”, so that we can build the best advertising platform to help you grow your business on Wayfair. All of this feedback will directly influence what features we build for you. You’re the expert. We look forward to learning from you as the expert operators of your business. 

Ahead of our meeting please fill out this short survey as it will provide us with background to maximize our in person discussion.
1. Supplier ID
2. Supplier Name
3. Understanding your goals and growth strategies, their relative importance, and how enabled you are helps guide how Wayfair improves its platform, tools, and services. Please tell us for each of the following “goals” two things: a) amount of resources (time, money, etc.) you invest (low, medium, high) and b) how enabled you are to achieve these goals using our suite of Advertising offerings (Sponsored Products, Sponsored Shops, Sponsored Display, Banner Display, PLA) (low, medium, high).
  • low
  • medium
  • high
Launch and establish new SKUs - resources
Launch and establish new SKUs - enabled
Improving recipe of SKUs (price, reviews, ship speed, name, imagery, description, etc.) - resources
Improving recipe of SKUs (price, reviews, ship speed, name, imagery, description, etc.) - enabled
Build brand awareness & consideration - resources
Build brand awareness & consideration - enabled
Increase “Share of Voice” (percent of traffic going to your products) - resources
Increase “Share of Voice” (percent of traffic going to your products) - enabled
Gain/Defend Market Share (percent of category sales going to your products) - resources
Gain/Defend Market Share (percent of category sales going to your products) - enabled
Sell overstock/ distressed skus - resources
Sell overstock/ distressed skus - enabled
Maximize revenue / profit from best sellers - resources
Maximize revenue / profit from best sellers - enabled
Acquire new customers (first time purchasers) - resources
Acquire new customers (first time purchasers) - enabled
Grow sales volume on non-best sellers - resources
Grow sales volume on non-best sellers - enabled
Increase AOV through complimentary items and/or up-selling - resources
Increase AOV through complimentary items and/or up-selling - enabled
Learn/identify product trends and opportunities - resources
Learn/identify product trends and opportunities - enabled
4. Please provide any other growth goals/strategies that we might have missed.
5. Understanding how you determine whether you are achieving your goal or not helps Wayfair build the right reporting and data transparency for you. Please tell us, as an open response, what metrics/key performance indicators/data you rely on to know how well you are achieving each goal and any specific targets you set for those metrics.
Launch and establish new SKUs:
Improving recipe of SKUs (price, reviews, ship speed, name, imagery, description, etc.):
Build brand awareness & consideration:
Increase “Share of Voice” (percent of traffic going to your products):
Gain/Defend Market Share (percent of category sales going to your products):
Sell overstock/ distressed skus:
Maximize revenue / profit from best sellers:
Acquire new customers (first time purchasers):
Grow sales volume on non-best sellers:
Increase AOV through complimentary items and/or up-selling:
Learn/identify product trends and opportunities:
6. Please provide metrics for the goals not listed above
7. We’d like to understand your thoughts on targeting. Please respond on how likely you are to use each targeting method, if at all? 
  • Won’t use it
  • Maybe
  • Will use it
Demographic: Age, income, gender, education
Geographic: Location-based (city, region, country)
Psychographic: Lifestyles, values, interests (athlete, new home owner, etc.)
Behavioral/Audience: Purchasing history, brand interactions, site interactions, search history, etc
Contextual: Placement targeting
8. Please provide details on when/why you’d use it and how you use it on other platforms.
Demographic: Age, income, gender, education:
Geographic: Location-based (city, region, country):
Psychographic: Lifestyles, values, interests (athlete, new home owner, etc.):
Behavioral/Audience: Purchasing history, brand interactions, site interactions, search history, etc:
Contextual: Placement targeting:
Understanding the most effective method to manage and access your Wayfair Ads helps us invest in providing you with those preferred methods. Could you stack rank (1-5) and provide commentary on which of these modes of ad management would be best for you? And why?
9. Commentary on Ad Management Modes
Partner Home UI:
An AI agent/chat experience that can create/edit/optimize ads:
3P ERP/software via API connection:
Your own internal software via API connection:
Manage:
10. Stack Rank Ad Management Modes (1-5, 1 being most preferred)

During the meeting we will ask the following questions but will ask follow up questions as needed to ensure we capture complete understanding of your perspectives.


Business Goals

1. Clarifying questions based on your survey response to the growth goals/strategies you pursue and the metrics you use to determine success

2. The role various ad programs (e.g. Sponsored Brands, Sponsored Products, Sponsored Display, DSP, etc.) in achieving those goals on Wayfair or other platforms


Metrics & Reporting

1. Understand the relationships between business goals and the metrics you shared in the survey and the targets or guardrails you set for them, including any circumstances where those guardrails change (up or down)

2. How you are leveraging AI to achieve those targets and your level of interest in using Wayfair AI to automatically optimize your campaign


Campaign Tactics

1. Clarifying questions on controls and targeting based on survey response.

2. Do you see your usage and strategy with controls/targeting changing due to AI or due to scaling of your business?


AI and ERPs

1. Do you use 3P tools/ERPs to manage ads on other platforms? Why? What is missing on the seller portals or what are these 3P tools offering that makes using them worth it for you?

2. Do you see your strategy changing due to AI or due to scaling of your business?


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