Some niches are tough. But during a recession, the overcrowded home decoration space is brutal. Forget waiting for end-of-season sales; companies are discounting new merchandise. It’s at times like these that your investment in brand differentiation pays off ... if you did it correctly.
Pottery Barn Bed & Bath
During a session at last week’s NEMOA Conference in Cambridge, Mass., Peter Grebus, who heads Williams-Sonoma’s customer information management group, explained a two-pronged approach the home furnishings multichannel marketer has used to increase the adoption of marketing sciences for intuition across the organization. Specifically, he noted that in the short run, Williams-Sonoma has focused on a “four walls” process. The multititle multichannel marketer, whose direct business comprises 42.2 percent of its sales, has emphasized the integration of browse and purchase data to enable contextual selling across channels. This includes the following: * dynamic content and recommendations; * data that’s currently constrained by the
In a recent mystery shopping study conducted by the e-tailing group, TV home-shopping marketer QVC captured the top spot. The consulting firm ranked 100 Web sites based on a perfect score of 100, gauging such factors as the site’s key pages, the overall presence and execution of merchandising, and customer-service tactics. Here are some of the more noteworthy findings of the report: * QVC captured the top spot with a score of 86.5; * the average score was 67.9; * 40 percent of the sites earned index ratings greater than 70, 44 percent of the sites were in the 60 to 70 range and
“For a company like ours that has very strict ROI goals and standards, it was really important for us to be in there with natural search,” says PotteryBarn.com Marketing Manager Karen Shea, explaining how the company’s PotteryBarn.com, PBTeen.com and PotteryBarnKids.com sites reevaluated their natural search optimization performance last year. When its sister brand Williams-Sonoma drew positive results from a natural search solution, Pottery Barn’s marketing team began considering its own program. Pottery Barn came up with four goals: 1. Dramatically increase indexation levels on Google and other major search engines. 2. Increase total search traffic to each of the three e-commerce sites. 3. Increase total natural search
For years now, Garnet Hill, a Franconia, N.H.-based apparel and home furnishings cataloger, has placed follow-up calls whenever customers encounter a problem with the company. Specifically, 24 to 48 hours after a customer complaint, Garnet Hill calls the customer and casually asks how the problem was handled and if it was resolved. Smart and sensitive upselling techniques make Garnet Hill’s customers feel cared about. Liberal employee discounts have its employees wearing the clothing and using the products it sells, so it’s easy for them to personalize the experience. This “touchy-feely” group has products open and laying around so reps literally can get their
Like it or loathe it, Federated Department Stores continues to rename its acquired department store chains with the Macy’s moniker across the country. And Margaret Getchell would be proud. Believed to be the first female retail executive, Getchell changed Macy’s from a fancy dry goods store into a department store with sales in 1870 totaling $1 million. She was quoted as saying back in 1866, “Never forget to astonish the customer.” And today, her statement is an integral part of Macy’s new marketing campaign and is prominent in all new store displays. Back then, Getchell achievement astonishment by addition. According to Macy’s brand history,
Ooh, pretty—that’s the feeling one gets leafing through bedding catalogs. All the linens look crisp, fresh and inviting. But, from synthetic to the real stuff, nothing evokes the desire to crawl in and curl up quite like a down comforter. So it was surprising that several of the catalogs reviewed this month do not show their down comforters on a bed. And with the broad array of weights, materials and colors available for today’s down comforters, it was odd that only two catalogs of those surveyed offered the comforters in colors other than white. James Padgitt, president and chief catalog consultant of