Williams-Sonoma is making work from home work for it.
As consumers continue to spend more time both living and working at home, investing in interior decor has escalated. For 65-year-old home goods, cookware, and furniture seller Williams-Sonoma, this meant investing in its digital assets. The retailer climbed to the fourth spot in Gartner’s Digital IQ Index: Specialty Retail thanks to implementation of advanced review and rating features on product pages and strategic investments in nonbranded Google Shopping ads, which earned it high visibility on key furniture category terms. Thanks to this combination of strong e-commerce capabilities and increased demand for all things home decor, the brand saw a 22% spike in revenue in the third quarter of 2020, as compared to the same period the previous year.
Still, the interiors industry is not without its challenges. Consumers are digging deeper into the internet for sales as digital-first players like Wayfair continue to carve a place for themselves amongst established names. That said, Williams-Sonoma, which also spearheads Pottery Barn and West Elm, would do well to differentiate itself further on social media platforms like Instagram, where it boasts 1.4 million followers (as compared to Wayfair’s 1.6 million), Pinterest, and TikTok.