European Financing Messaging Playbook
Developing guidelines for the creation of financing copy for international markets
Timeframe: One month, divided into two-week sprints
Tools: Google Docs
Context: In order to expand into new international markets, Wayfair needed guidelines for creating tailored messaging. To help with this issue, I conducted research and created an outline for a messaging playbook that could serve as a framework for writing copy for European financing customers.
Problem
Currently, Wayfair only operates financial products such as credit cards and buy now, pay later loans in the U.S., the U.K., Canada, and Germany. The company began to explore the feasibility of expanding into additional markets in Europe, but little was known about the financing preferences and behaviors of customers abroad.
In the past, Wayfair’s Loyalty & Financing team adapted U.S. financing experiences and content to other geographies, but in the future, this could result in experiences that do not resonate with international audiences.
Objective
As Wayfair expands its financing programs into additional European markets, an opportunity exists for content strategists to create a gameplan for tailoring messaging to each geography. The goal of this project was to conduct research and explore the necessary facets of the playbook.
Process
Conducted benchmarking research: gathered existing financing regulations/frameworks for reference
Created playbook outline that highlighted areas including:
Customer problem
Business impact
Dependencies/Risks
Measurement/KPIs
Circulated the playbook for feedback and review from stakeholders including content strategists, product managers, and colleagues working on localization
Solution + Results
The completed playbook could serve as a framework for international financing messaging. The benefits include:
Consistency of language – Having guidelines would enable content strategists to tailor messaging to current and potential European customers and create copy that makes an impact, while ensuring that the copy is cohesive.
Framework for future playbooks – Developing a high-quality structure for a playbook would help content strategists on the Loyalty & Financing team work more efficiently. As Wayfair expands to new geographies, the structure of this playbook could be used to develop messaging guidelines for other countries.