The web now is the largest direct channel at Williams-Sonoma
Williams-Sonoma Inc. credits a strong multi-channel program with driving web sales to almost $800 million in 2005.
In its recently released annual report, Williams-Sonoma, No. 20 in the Internet Retailer Top 400 Guide to Retail Web Sites, says about 60% of its annual e-commerce revenue, which totaled $766 million in 2005, is driven by customers receiving its various catalogs. To drive sales in 2006, Williams-Sonoma plans to publish almost 400 million catalogs. “During 2005 we mailed over 385 million catalogs, significantly expanded our electronic direct marketing and continued to enhance the functionality of our e-commerce site,” Williams-Sonoma says. “E-commerce revenue, for the first time in our history, exceeded catalog revenue due to the successful multi-channel impact of these growth initiatives.”
In the third quarter, the company plans to launch Williams-Sonoma Home, a new e-commerce initiative aimed at the housewares and home furnishings market.
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