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Wayfair allows direct shopping from HGTV shows

BY Dan Berthiaume

Boston – Wayfair is launching program integration on HGTV shows including "Brother vs. Brother" and "Flipping The Block." This integration is part of a broader partnership, which through program integration and daily sales events on Wayfair.com, lets consumers shop directly from HGTV shows.

Show integration launched in June with the season premiere of HGTV’s competition series, "Brother vs. Brother," and will continue in July with the debut of "Flipping the Block" featuring integrated content from Joss & Main, Wayfair’s members-only home goods brand. In its comprehensive brand integration, HGTV features Wayfair.com products in a pop-up shop and on a design truck as part of Brother vs. Brother’s Design Town, where contestants shop for products.

Wayfair has seen its advertising response rate increase more than two-fold with the Brother vs. Brother integration as compared to other primetime airings and the show ranks within the top five performing programs for Wayfair in terms of driving traffic to the website.

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Bebe taps Qubit to drive online sales with a personal touch

BY Marianne Wilson

New York — Women’s apparel retailer Bebe has selected digital experience management platform provider Qubit to provide a wide reaching and bespoke A/B testing, website optimization and personalization program designed to increase conversion rates.

While Bebe retains a strong physical store presence in prime locations globally, the retailer is now looking to establish itself as an ecommerce market leader by honing its online and mobile strategy — a plan that will kick off with the launch of a new responsive mobile site in the coming weeks.

"With the importance of this move, we wanted a vendor that could give us a groundbreaking testing and personalization program," said Erik Lautier, executive VP and chief digital officer at Bebe. "We required a real partnership that could help us visualize and execute our goals. We are delighted to appoint Qubit which built its offer to us around incredible technology, a very clear strategic roadmap and the sort of premium account management we were looking for."

Lautier said Bebe chose Qubit over some of the larger, more established companies because the retailer "was so blown away by the product and team and felt it was a far stronger offering than what the traditional ‘name brand’ testing and personalization vendors offered."

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Sellpoints slays alleged patent troll & acquires 360° tech patent

BY CSA STAFF

Sellpoints, a pre-marketing platform that touts itself for help brands generate sales online, has acquired the 360° technology patent for videos and photos. 360° technology is used in e-commerce to give in-depth product tours and educate consumers about product benefits online.

According to Sellpoints, the previous patent owner sued multiple big brands to prevent them from using this technology on their websites. Sellpoints reportedly worked for five months to obtain the patent and open up its use to the e-commerce industry.

360° images and videos play an integral role in Sellpoints’ digital marketing platform.

“Rich media content delivers the most engaging online shopping experience, and industry studies show that 120 seconds of engagement shifts a consumer’s mindset from browsing to buying,” said VP of analytics Benny Blum. “One of our customers previously licensed this patent, and when we ran a product tour analysis, we found that 360 technology is the single most engaging piece of rich media. Average engagement starts at 42 seconds. It increased by 4 seconds for each interactive asset, 8 seconds for each document, 21 seconds for an interactive product tour, 17 seconds for a video and 28 seconds for a 360°.”

Sellpoints’ platform builds custom audiences from its network of 251 retailers, and reaches out to 130 million unique consumers each month.

“We wanted to take risk off the table for retailers and brands leveraging 360° technology,” said CEO Brian O’Keefe. “It’s been a long road to slaying the patent troll, but we’re excited to add this technology to our product offering and help our customers deliver the most robust consumer experience.”

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