Technology helps catalogers deliver precise online marketing

Many of Williams-Sonoma’s customers shop through one or more of its retail stores and often via multiple sales channels, requiring customer behavior to be integrated from all channels for use online and in e-mail campaigns.

“As we think about long-term opportunities to build our customer-management capability, we look at things that give deep customer behavior and understanding so we send the right messages,” says Nandkeolyar about the company’s decision to use online personalization. “I think it reinforces our basic position as an authority in the cooking space. The basic [customer] expectation is that [we] know what the customer needs and that we provide them with good counsel.”