Identifying Williams-Sonoma's X Factor

3. Multichannel retail: Today's consumers engage brands and make purchases in more than one channel. For Williams-Sonoma, that includes its 600-plus retail stores, e-commerce site and catalogs. Successful retailers going forward will need to perfect more than one channel, Connolly said. Williams-Sonoma's history as a catalog brand is the foundation for its success. We believe our catalog heritage is the primary driver of results, Connolly said. Williams-Sonoma will mail a quarter-billion catalogs this year. Nothing conveys our brand better than our catalog, Connolly said.