Pottery Barn Teen

During a session at last week’s NEMOA Conference in Cambridge, Mass., Peter Grebus, who heads Williams-Sonoma’s customer information management group, explained a two-pronged approach the home furnishings multichannel marketer has used to increase the adoption of marketing sciences for intuition across the organization. Specifically, he noted that in the short run, Williams-Sonoma has focused on a “four walls” process. The multititle multichannel marketer, whose direct business comprises 42.2 percent of its sales, has emphasized the integration of browse and purchase data to enable contextual selling across channels. This includes the following: * dynamic content and recommendations; * data that’s currently constrained by the

“For a company like ours that has very strict ROI goals and standards, it was really important for us to be in there with natural search,” says PotteryBarn.com Marketing Manager Karen Shea, explaining how the company’s PotteryBarn.com, PBTeen.com and PotteryBarnKids.com sites reevaluated their natural search optimization performance last year. When its sister brand Williams-Sonoma drew positive results from a natural search solution, Pottery Barn’s marketing team began considering its own program. Pottery Barn came up with four goals: 1. Dramatically increase indexation levels on Google and other major search engines. 2. Increase total search traffic to each of the three e-commerce sites. 3. Increase total natural search

For years now, Garnet Hill, a Franconia, N.H.-based apparel and home furnishings cataloger, has placed follow-up calls whenever customers encounter a problem with the company. Specifically, 24 to 48 hours after a customer complaint, Garnet Hill calls the customer and casually asks how the problem was handled and if it was resolved. Smart and sensitive upselling techniques make Garnet Hill’s customers feel cared about. Liberal employee discounts have its employees wearing the clothing and using the products it sells, so it’s easy for them to personalize the experience. This “touchy-feely” group has products open and laying around so reps literally can get their

Like it or loathe it, Federated Department Stores continues to rename its acquired department store chains with the Macy’s moniker across the country. And Margaret Getchell would be proud. Believed to be the first female retail executive, Getchell changed Macy’s from a fancy dry goods store into a department store with sales in 1870 totaling $1 million. She was quoted as saying back in 1866, “Never forget to astonish the customer.” And today, her statement is an integral part of Macy’s new marketing campaign and is prominent in all new store displays. Back then, Getchell achievement astonishment by addition. According to Macy’s brand history,