Multichannel Management: Structure Determined by Measurement and Allocation

It was the e-commerce group at Williams-Sonoma that developed the multi-brand, multichannel marketer’s gift registry business. “We had 40 years of experience doing a bridal registry,” Miller said. “The notion that the Internet could radically change that for the customer with added features and functionalities” brought the registry to a new level. “So we integrated it with the stores, as defined by customer and it wound up anchoring the service.”