Technology helps catalogers deliver precise online marketing

Using either a rules-based system in which products are offered based on certain responses, or collaborative filtering, by which merchandise suggestions are determined from real-time browsing and other shoppers’ purchases and profiles, Williams-Sonoma is able to supply a fairly accurate suggestion as to what the consumer wants. Nandkeolyar says this offers the convenience of always being offered appropriate products in the right colors at the right price. But it also provides the consumer with a suggested offering that might not be obvious but is favored by like-minded shoppers. It is similar to cross-selling but on a larger scale. Essentially the customer gets a lot more of what she wants—fast.