Cross-Channel Integration: The Integrated Shopper

Finally, I visited a Crate & Barrel store. This was an obvious strength of the brand. From the minute I pulled into the parking lot, the unique architecture of the building — custom designed for Crate & Barrel — set the tone for what was inside. It felt like the catalog had come to life. The entire space was clean, organized and modern. A friendly clerk who obviously had good taste, based on her wardrobe and funky glasses, greeted me. She looked like she belonged. In fact, several of the employees that I spoke with during my time in the store were all extremely friendly and knowledgeable. These weren't just sales people, they were lifestyle experts. They made the experience a memorable one.

All in all, my experience with Crate & Barrel's various sales channels was flawless. The attention to detail was unmatched. There's a reason why this is one of my favorite brands. Actually, there are many reasons. If you feel the need to copy someone, copy these guys. Crate & Barrel gets an A.

Dean & DeLuca
Dean & DeLuca's catalog was a sharp contrast to Crate & Barrel's. The design was clean and simple with nice attention to detail, but it's full of product … and that's ALL. No environments, no lifestyle imagery, no people, no stories, no opportunities to engage on another level; just product photos silhouetted against a white page with a paragraph of copy and a price. Not exactly inspiring. There were a few "Looking for ideas?" callouts that included a phone number to call to speak with a personal shopper(a great idea), but it wasn't enough.

If Dean & DeLuca is passionate and knowledgeable about food, then prove it. Don't just try to sell me stuff. What about sharing recipes or showing images of people enjoying food and wine, or maybe reference videos of interviews with chefs? Use your catalog to give me a reason to engage with your brand. Make me want to visit your store or go online for more. Tell me something about Dean & DeLuca that I didn't know. This was an attractively designed catalog that didn't do enough.

Dean & DeLuca's website had a similar design aesthetic: clean, simple, white with nice attention to detail. Quintessential Dean & DeLuca. Immediately you notice the white marble surface and black chalkboard that's so prevalent in the brand's stores. Nice carryover. The "Personal Shopper" mentioned in the catalog was easy to find on the homepage. I love this idea! The homepage also listed recipes. Why not include these in the catalog? Missed opportunity. Dean & DeLuca also included customer reviews and ratings on the web, but not in its catalog. Why not? This is a perfect example of a brand not making the two experiences seamless. Even though both the catalog and website were very well designed, they didn't function together. This has to change for today's consumers.

I pulled up Dean & DeLuca's website on my iPhone … and it wasn't optimized for mobile. Ouch. Trying to navigate its full site by zooming in and out on my phone proved impossible and I gave up. I wonder how many other people have done the same?

Next was a visit to a Dean & DeLuca store. This is where the brand shines. The store experience was amazing! I was immediately greeted upon entering with the sound of people laughing and enjoying coffee together. The classical music playing in the background added a sophisticated flair and the energy in the store was palpable. People eating, drinking, tasting, talking, sharing, shopping, lingering. Wow! Even the guys behind the counter dressed in their white chef's jackets handing out samples of cheese and meat seemed to add an extra layer of impressiveness.

Even though Dean & DeLuca is a national chain, this place felt like a local purveyor of fine foods, not a cookie-cutter storefront. Not easy to do. Being a designer by trade, I was drawn to the beautiful packaging and label design of all their products. The typography was impeccable. This elegant tastefulness made me want to buy something. Anything. Never underestimate the power of good design. It matters.

Dean & DeLuca is a great brand with great products. Its store was amazing, its website was a pleasure to shop and its catalog was attractive. Unfortunately today, that's not enough. All of these things have to work together because consumers don't view them as separate channels. There's room for improvement here. Dean & DeLuca gets a B-.