Wayfair Rewards

The Challenge

In 2024, Wayfair launched its first-ever loyalty program, a major strategic initiative aimed at increasing customer retention and lifetime value. The program needed to serve not only the core Wayfair brand but also its entire family of specialty brands, including AllModern, Joss & Main, and Birch Lane. The challenge was to create a single, cohesive program that felt integrated and emotionally resonant across these distinct brand identities.

The Approach

The team's approach was to create a flexible program that could be adapted to the unique voice of each brand. We focused on embedding rewards into key moments of the shopping journey to make every transaction feel like progress toward a more complete and personalized home, regardless of which brand the customer was shopping with.

The Outcome

Wayfair Rewards quickly became a strategic revenue driver across the portfolio. It boosted purchase frequency, encouraged higher spend per order, and built stronger customer loyalty. Instead of a generic loyalty push, the program became a consistent reinforcement of each brand’s core promise.

My Role

As the lead copy strategist, I partnered with a cross-functional team to define a flexible messaging and positioning strategy that could be adapted across the entire brand portfolio. My primary focus was crafting a core narrative that reframed "points" as meaningful progress—a concept that could be tailored to the unique voice of each brand. I then guided the copy development across all key touchpoints to ensure this emotional value was communicated consistently, whether the customer was shopping at Wayfair, AllModern, or Birch Lane.