DTC761: Wayfair’s AI Visual Shopping Experience

Good morning,

Here’s what you’ll find in today’s DTC:

🛋️ Wayfair’s AI Tool Muse
How it's enhancing the browsing experience.

🎧 Cognitive Biases That Drive Email Sales
Learn how these psychological tactics impact conversions.

🏎️ Lululemon x Lewis Hamilton: A Perfect Match
Why this partnership is making waves.

You’re reading this newsletter along with new subscribers from: Enviro Masters, Aspen RxHealth, and Namie. 👋

The DTC Landscape Is Shifting. Are You 100% Confident In Your Brands’ Growth Strategy?‍

Almost every brand is looking to scale profitably, but in today's market, that’s getting more difficult than ever.

You’re not alone - roughly 75% of all brands that join DTC are saying the same thing. Pilothouse can help. If you:

• Aren’t hitting the numbers you want to hit
• Aren’t hitting the ROAS you need to be profitable
• Aren’t 100% sure which channels you should really be focusing on
• Or are just looking for a second opinion….

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We should chat…

Pilothouse (DTC’s sister company) has a few spots open, and we’re looking for 3 brands we can sink our teeth into. We’re hungry problem solvers, ROAS generators, and partners in your growth right down to your bottom line.

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🤔 Sound interesting?

Chat with someone on our team now - no obligation. We make money when you do.

💡 Wayfair Elevates Visual Shopping Experience

Wayfair is revolutionizing home design discovery with its AI tool, Muse.

Inspired by Pinterest, Muse showcases hundreds of AI-generated lifestyle images that shoppers can bookmark for their home design journey.

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How Muse works:

🔍 AI-Powered Search: Shoppers can describe their ideal room style using text prompts or suggested options.

For example, searching “dining with a coastal vibe” will generate images of wicker chairs, chandeliers, and hardwood floors that fit the beachy aesthetic.

🏡 Personalized Home Visualization: Users can upload a photo of their room and apply a 3D-rendered style to see how it looks in their actual space.

Wayfair’s chief technology officer, Fiona Tan, shares that “leveraging generative AI, we aim to create the best search experience in home design—seamlessly blending inspiration and shopping.”

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The takeaway?

Wayfair’s AI-powered search aligns with how shoppers browse for home inspiration—visually and intuitively—making it easier than ever to bring dream spaces to life.

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🚀 TikTok Ads Deliver on Short-Term ROI

A recent Dentsu study reveals that TikTok advertisers received a strong return on investment for short-term sales.

TikTok's short-term ROI is 11.8 (meaning advertisers gain nearly 12 dollars in sales for every dollar spent). This outperforms other media, which has an average short-term ROI of 8.7

The study concludes that this impact on sales lasts 3 to 4 weeks once a campaign ends.

Read about the full study in our News section below.

🎧 How Cognitive Biases Can Transform Your Email Marketing

Today, we dive into cognitive biases in email marketing with Jordan Gordon from Pilothouse’s Email & Retention team.

Marketers often struggle to get customers to open, click, and buy from their emails.

But what if the key to better results isn’t just in better design or copy—but in how the human brain actually works? 🧠

Jordan breaks down how leveraging cognitive biases can significantly boost engagement and conversion rates, making your email marketing more persuasive, strategic, and profitable.

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In this podcast, we cover:

✅ Anchoring Bias: Why listing a higher "original price" can make discounts more effective.
✅ Loss Aversion: How to frame urgency (without sounding too pushy.)
✅ Social Proof: The psychological power of showing how many people already trust your brand.
✅ Rhyme as Reason: Why a simple rhyme at the right time (see what we did there? 😉) can make your copy more persuasive.
✅ Goal Gradient Effect: The secret behind why loyalty programs work so well.

👉 You can listen to the full episode with Jordan here.

🔥 Lululemon Taps Lewis Hamilton As Their Latest Brand Ambassador

Earlier this week, Lululemon teased that ‘a shift was coming’ before revealing their new partnership with British race car driver Lewis Hamilton.

The official Instagram announcement about its newest brand ambassador quickly racked up over 8 million views and boosted its men’s sportswear line.

Lululemon hopes to tap into the massive global F1 fanbase through the strategic partnership.

📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

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Have you heard our latest podcasts?

• 🥂 How Soberish Built a $1M+ DTC Brand Without Ads
• ⚡ AKNF 484: How To Track Customer Lifecycles Metrics
• 🤔 TWBERP 21: What’s Next for Email and Retention?
• 👞 Scaling Portland Leather Goods to a 9 Figure Brand
• 🛍️ AKNF 482: Optimize Amazon Merchandising To Maximize Sales
• 💡TWBERP 20: Segmentation & Subscription Tips with Eleah Portillo

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)‍

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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Please note that items in this newsletter marked with * contain sponsored content.