Catalogers of the Year

At Williams-Sonoma, he continues, there are no barriers to multichannel success. “At other companies, I think multichannel is too political,” he says. The problem is not that marketers don’t know how to execute a multichannel strategy; rather, “it’s the territorial nature of channel management,” he cautions. “We’re lucky in that we have a strong direct marketing background. We don’t try to drive customers to one channel or another. Rather, we try for customer loyalty and world-class customer service across all channels.”