Retailers shift their ad spending from TV, radio and print ads to digital ads.
With the web site addition to its stores and catalog, fast-growing Pottery Barn Kids has become a multi-channel retailer in two years.
Williams-Sonoma Inc. division Pottery Barn this week launched Potterybarnkids.com, the new online channel of its Pottery Barn Kids store and catalog business. The primary target for the site, which features home furnishings and gifts for babies and children, is working professional mothers.
Designed by integrated branding firm Addis, Potterybarnkids.com lets visitors search by merchandise category, gender, price and age, in any combination. Other search options include a keyword search and a catalog quick shop feature that lets shoppers input product numbers from the Pottery Barn Kids catalog to place the items in their online shopping cart.
The site features more than a dozen Flash animation video clips demonstrating product functions and child safety tips. “With the addition of Potterybarnskids.com, we’ve brought this growing brand to consumers across the country and around the clock,” says Shelly Nankeolyar, vice president of e-commerce for Williams-Sonoma.
The Pottery Barn Kids catalog debuted in 1999 as an extension of the Pottery Barn store brand, and now ships 30 million catalogs per year. Additionally, 11 Pottery Barn Kids retail stores have opened since 2000, with 15 more stores expected to open by the end of this year.