Williams Sonoma Case Summary
4. How is Williams-Sonoma using the internet as a distributing channel now and how would you recommend that they use the internet in the future?
Williams-Sonoma uses the internet with the direct-to-customer operations strategy. It has eight catalogs in place along with ecommerce websites. “The company sends the catalogs out to customers that have signed up, as well as customer names that have been received in exchange or purchase from other mail-order merchandisers, magazines, and other companies” (Rouse, p. 3). How Williams-Sonoma is using the internet is a successful method. I would suggest more advertising on the internet be imbedded so that even more potential customers will see the advertisement and will become new potential buyers. The
Williams-Sonoma uses the internet with the direct-to-customer operations strategy. It has eight catalogs in place along with ecommerce websites. “The company sends the catalogs out to customers that have signed up, as well as customer names that have been received in exchange or purchase from other mail-order merchandisers, magazines, and other companies” (Rouse, p. 3). How Williams-Sonoma is using the internet is a successful method. I would suggest more advertising on the internet be imbedded so that even more potential customers will see the advertisement and will become new potential buyers. The