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CASE STUDY | WILLIAMS-SONOMA 01 Profile Williams-Sonoma, Inc. is a specialty retailer of high-quality products for the home. These products, representing seven distinct merchandise strategies – Williams-Sonoma (cookware and wedding registry), Pottery Barn (furniture and bridal registry), Pottery Barn Kids (kid’s furniture and baby registry), PBteen (girls’ bedding and boys’ bedding), West Elm (modern furniture and room decor), Williams-Sonoma Home (luxury furniture and decorative accessories) and Rejuvenation Inc. (lighting and hardware) – are marketed through 592 stores, seven direct mail catalogs and six e-commerce websites. Business Challenge Williams-Sonoma, Inc. offers more than 15,000 products on five different websites, all with their own seasonal purchasing patterns and merchandising needs. As one of the company’s top five customer acquisition channels, natural search is among the larger marketing programs at Williams-Sonoma. “We view improvements to natural search as a continual process,” says Jessica Boland, Online Marketing Manger at Williams-Sonoma. “We work closely with our technical teams to make our content easier for consumers to find. In addition, we are always looking for new ways to bring more people to our sites.” Solution Williams-Sonoma recognized that BloomReach’s cloud marketing platform would create new opportunities for its businesses. “We know a lot about how people describe our products and services and how they look for them online,” Boland continues. “But we saw that BloomReach’s BloomSearch could help us identify new ways that potential customers express their needs and interests—ways that are hard to anticipate—and make our content more discoverable for them.” “We have been surprised with the variety in the phrases that consumers use to find our products,” comments Holland Dauterive, SEO Specialist at Williams-Sonoma. “It’s really eye-opening to see some of the uncommon, “long tail” phrases that people create to describe a specific item that they want.” Product BloomSearch Impact Incremental site visits and revenue from natural search <30 days to deliver a measurable impact on potterybarn.com “Consumers describe the products in which they are interested in a myriad of ways. By helping them discover our most relevant products when they search, BloomSearch improves the visibility of our brands and gives us incremental selling opportunities.” — Angela Caltagirone VP, Online Marketing, Williams-Sonoma, Inc. CASE STUDY | WILLIAMS-SONOMA 02 Williams-Sonoma saw BloomSearch as a valuable complement to its existing natural search programs. “BloomSearch allows us to expand our reach in a scalable way – a way that we weren’t able to easily do ourselves,” Boland remarks. Implementation Has Evolved to Meet Search Marketing Needs The process of integrating BloomSearch into the five Williams-Sonoma sites was smooth. Over time, the BloomReach team has worked closely with Williams-Sonoma to build upon the deployment’s early successes. According to Dauterive, “The BloomReach team has been fantastic. We have a lot of new ideas, and they have been great about implementing the changes necessary to make those ideas work.” For example, the Williams-Sonoma marketing team creates product descriptions that often use stylized terms reflective of the company’s brand. Consumers may use a different set of terms when they are describing their needs. “We call it ‘cutlery’ on site, but a consumer may be searching for ‘knives’,” Boland says. In order to make these products more discoverable by consumers, Boland’s team partnered with BloomReach to incorporate top user reviews into the BloomSearch “related products” widget placed on the product and category pages of williams-sonoma.com. Now, these products are exposed not only to searchers using phrases found in formal product descriptions, but also to searchers using the vocabulary that Williams-Sonoma customers use in their reviews. Now being discovered on potterybarn.com: “a frame wine rack” “3 tier all metal silver plated stand” “eiffel tower tree topper” “sienna paisley duvet cover sham” BloomSearch Exposes More Content to Consumers “jar pendant light” On potterybarn.com, the impact of BloomSearch was particularly noticeable within the first 30 days. “The site offers a wide range of items, including home furnishings available with a number of different finishes and color combinations,” Dauterive explains. “BloomSearch makes it easier for our consumers to discover these products in a lot of different ways – for example, ‘brown media cabinet,’ ‘walnut media cabinet,’ ‘mahogany media cabinet,’ or ‘espresso media cabinet.’ As a result, it gave our content more exposure.” Incremental Visits Drive New Revenue Williams-Sonoma has seen incremental visits and revenue across all of the five sites that have implemented BloomSearch. Conversion rates have been consistent with other marketing channels. BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best content on the internet to the right consumers seeking it on search engines and social platforms. BloomReach, Inc. 399 West El Camino Real, Suite 100, Mountain View, CA 94040