Technology helps catalogers deliver precise online marketing

Shelley Nandkeolyar, Williams-Sonoma’s vice president of e-commerce, says the company felt it was important to know what customers were looking for and offer it in a precise and real-time manner. When considering its options for personalization, Nandkeolyar says Williams-Sonoma had to factor in its own retail channels and those of its other retail companies: Chambers, Gardener’s Eden, Hold Everything and Pottery Barn, which launched its first site in August.