From The Editor | July 8, 2013

Williams-Sonoma Moves To Become Truly Omni-Channel


By Bob Johns

Bob Johns, Robert Johns, associate editor

Williams-Sonoma is on the fast track to becoming one of the first truly omni-channel retailers with its recent multi-brand launch into Australia. The company has launched 4 brands simultaneously for both brick-and-mortar and e-commerce on one platform, cloud-based NetSuite’s SuiteCommerce. This gives the company a unique opportunity not many retailers have, to start with one, web-based system from the ground up. Most retailers have to deal with legacy systems and integration issues, but by using a completely new system with this global expansion, Williams-Sonoma avoids all of these issues.

Williams-Sonoma’s implementation focuses on the customer and the business, which are completely intertwined. “Our goal is to have one, single view of the customer and our business,” says John Strain, CIO at William-Sonoma. “By utilizing a cloud-based solution, we have easy access to all of our customer and business data at any time and from anywhere.” The ultimate goal is to focus on the customer and the sale, no matter the channel.

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