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Williams-Sonoma Relies on Relevance
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Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/15/2012 7:56:59 AM
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No kidding, I have special rules for most corporate marketing that hits my inbox.  Getting that level of response, they have to be doing some things very right.  It almost makes me want to sign up and see if the e-mails change depending on your activity on their page. 

 

I was surprised by the number of reports they are running every day.   3000 regular reports a day makes me wonder what dictates that they need to look at so many different views.

Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/14/2012 8:34:42 PM
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@Alexis, anyting that boosts email response rates are a godsend. Noreen said they are 10 (!!) times the response rate from their personalized emails. That is fantastic. I'm curious just how much they personalize the subject line and the intro paragrap of the email ... must be some incredible insights they're getting on customers to get their eyes to light up at the sight of the email in the inbox.

Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/13/2012 11:31:38 PM
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That focus is timely, given some of the newfound interest in tags and remarketing thanks to Google. Williams Sonoma is an excellent example of investing in the right database structure to gain insights across a business.

Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/13/2012 8:35:20 PM
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It's hard to ignore something that generates four times the response rate of traditional email, isn't it?

Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/13/2012 1:25:12 PM
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The company's strategy is getting the attention of stock analysts:

    Williams-Sonoma Inc. is moving aggressively with technology that personalizes the offerings that pop up when a consumer visits one of its web sites as well as promotions sent through email.
     Personalized online offers generate four times the response that a general landing page does, and personalized email offerings draw 10 times better response, evp and chief marketing officer Pat Connelly said during last week's quarterly corporate call with analysts.
     "We're really just getting started," he added.

Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/13/2012 1:22:41 PM
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Here is an example of the type of personalized email it sends:

Re: Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/13/2012 1:18:56 PM
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Strain said the company tries to focus on relevant offers -- ie, promoting something it has good reason to believe a customer might like -- rather than offer discounts that could hurt margins.

Williams- Sonoma: Uses Analytics to Aid Sales and Satisfaction
  • 10/12/2012 8:13:01 PM
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It is nice to read of a speciality company the likes of Willliams-Sonoma able to leverage analytics to build and support a niche customer base.   This is easier said than done - and I am also glad to read that WS is aware of the negative effect that marketing of offers can be.  

 

How often do you email special offers ?  Once a week ? Once every 2 weeks ?  Daily ?   These questions can be best answered when a company understand it's customer base - and of course one of the best ways to do this is by the use of analytics which can be eased somewhat by using the tools of All Analytics sponsor.  SAS really has great tools for aiding companies like WS achieve their goals in an intelligent way.

Re: Williams-Sonoma
  • 10/12/2012 6:14:07 PM
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I'm sure Williams-Sonoma has given me up for lost cause. I used to shop there and at Pottery Barn/Pottery Barn Kids -- not every weekend but enough to register on the radar. Now I might buy a Christmas present here or there at one of its stores, but Target is more in my budget these days. Still love the style, quality, and variety, though! 

Re: Using the data to succeed
  • 10/12/2012 3:58:46 PM
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@Maryam - I feel for you that have to rely on virtually shopping at Williams-Sonoma online rather than walking into a real store. I'm in the SF Bay Area and they dot the region. WS is one of the better shopping experiences and it's a good place to spend time. Part of their success to weathering the economic downturn was keeping their founder, Chuck Williams', philosophy for quality products and customer service in mind and applying it to their stores, direct catalog, and and online shopping experiences.

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