Meet 2016’s newest ‘small screen’ star: Wayfair

Who hasn’t wanted to buy “looks” featured on their favorite television show? Now, it’s a reality.



A new TV talk show series, created through a partnership between Wayfair and A+E Networks, will allow viewers to purchase all featured items on Wayfair.com.



The show, called The Way Home, uses a combination of home décor and DIY how-to’s, room makeovers and everyday solutions for better living — and everything displayed is for sale.



“A+E Networks is proud to collaborate with Wayfair on creating this exciting new business model,” said Amy Baker, executive VP ad sales, at A+E Networks. “Working closely with a marketer to co-create from the ground up, we were able to bring to life a truly innovative programming concept that incorporates storytelling, analytics and attribution."



The show’s “shoppable" sales events will go live on Wayfair’s site following each new episode. Each sale will include products featured on the show, including a handful of must-haves that will be heavily discounted for a limited period. Episodes will also be available to view online. Shoppers can also follow trends on Twitter through #TheWayHome.



To learn more about the fans and further bridge its TV and online audiences, Wayfair and A+E will use a cross-platform analytics solution to track how specific on-air programming converts into engagement with Wayfair’s website. This unique move is the first time, content and merchandising strategies will be shaped using viewing behavior and e-commerce insights, according to a company statement.