For the past two years retailer Williams-Sonoma, Inc., known for premier home furnishings brands Williams-Sonoma, Pottery Barn, and West Elm, has worked with UpStream Software to develop cutting edge revenue attribution and targeting techniques. The goal is to create more efficiency by targeting customers in the channels they are most likely to purchase in based on each customers' unique history and activity.
In a recent article in Internet Retailer, Mohan Namboodiri discusses the results:
As well as cutting costs by not sending catalogs to unresponsive customers, the new technique is helping the retailer reallocate funds to more effective online marketing channels like e-mails and display ads. “We’ve seen our ability to target with the catalog improve using these techniques on a scale that we haven’t seen with any sort of small technical improvement,” says Mohan Namboodiri, vice president of customer analytics for Williams-Sonoma. “This is a qualitative improvement in our ability to target the right type of customer with the right type of messaging, and it’s not something that we’ve had available up to now.”Read the complete article: Williams-Sonoma targets e-customers with a “treatment” approach
