Founded over 60 years ago, Williams Sonoma opened with the goal of bring high-end French cookware to the masses. The company has since become known for its high standard of both products and customer service. Digital campaigns worked to close the loop between online and in store customers measurement while staying true to the brand’s stellar reputation.

Strategy:  First, data was collected from a mix of credit card transitions, Williams Sonoma databases, proprietary email data, and 3rd party data partnerships to determine customer purchase patterns. Once insights were gathered on Williams Sonoma’s audience, media campaigns were tailored to get in front of the right people with the right messaging. This allowed advertising dollars to be spent more effectively as they only reached those most likely to make a purchase.

Tactics Used: Transactional data, Epsilon reporting, custom audience targeting, native advertising, paid search, video advertising, email lead generation

Results: ROI was able to stay constantly competitive even as new media channels were tested and added into the media plan. These combined efforts have generated over $7 million in annual revenue.