pantry WILLIAMS-SONOMA APRIL 2013 | ISSUE THREE in this issue Exclusively Ours Curating an Artisans’ Market Making Williams- Sonoma Special Saying Thank You RTC is Booming Welcome Home Look Sharp Everyone Clienteles From the Desk of Julie Kuns Williams-Sonoma has a long history of going home with the customer. Sometimes that means making sure our customers have everything they need to pull off a memorable meal, other times it means ensuring that only the most beautiful, innovative and useful products available line our shelves. f But the most meaningful way we go home with the customer is by building and nurturing relationships and loyalty to our brand. f We’re reminded of that as we bid a very fond farewell to Richard Harvey, our Brand President. After a thirty year career with Williams-Sonoma, Richard’s legacy lives on through our incredible products and the culture of our brand that he truly helped to shape. Thank you, Richard for all of the ways you have inspired us through the years. You will truly be missed!
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pantrywilliams-sonoma
april 2013 | issue three
in this issue
Exclusively ours
Curating an artisans’ market
making williams-sonoma special
saying Thank You
RTC is Booming
welcome Home
look sharp
Everyone Clienteles
From the Desk of Julie Kuns
W il l iams-Sonoma has a long history of going home with the
customer. sometimes that means making
sure our customers have everything they need to pull off a memorable meal, other
times it means ensuring that only the most beautiful, innovative and useful products
available line our shelves. f But the most meaningful way we go home with the
customer is by building and nurturing relationships and loyalty to our brand. f
we’re reminded of that as we bid a very fond farewell to Richard Harvey, our Brand
President. after a thirty year career with williams-sonoma, Richard’s legacy lives on
through our incredible products and the culture of our brand that he truly helped to
shape. Thank you, Richard for all of the ways you have inspired us through the years.
You will truly be missed!
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You m igh t be not ici ng
the williams-sonoma label
popping up more and more in
our stores these days — all for
good reason as the company
continues to introduce high
quality products that blend
style, function and innovation.
Joining williams-sonoma’s
exclusive food and tabletop
collections are beautiful
Cook’s Tools, Co-Branded
Cultery, revolutionary smart
Tools and, of course, the
stunning Thermo-Clad™
Cookware.
Each williams-sonoma
product is meticulously
crafted and manufactured
to the highest of standards.
with williams-sonoma
Branded products, our
customers know that they
are getting the very best
products on the market
that they can only find at
williams-sonoma!
Become the Expert on
williams-sonoma branded
products and share the
features and benefits with
your customers each day on
your selling floor.
not only can we take pride in
the williams-sonoma name
on these products, because
they are produced in-house
the company enjoys a better
profit margin on each piece.
so, focusing on driving this
part of the business helps
each store’s overall operating
contribution.
Exclusively ours
directive phrase:
“Come with me to the cooktop, i want to show you how incredible our new williams-sonoma tools are.”
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directive phrase:
“let me show you our williams-sonoma Cookware collection, which is available only at williams-sonoma.”
and, explains Janelle lam,
associate manager of Brand
marketing, williams-sonoma is still
the only national company with this
type of program.
Janelle, who helps curate artisans’
markets for stores just starting
out, has her pulse on what types of
vendors are successful at williams-
sonoma and what makes a day a
success. But, first it’s important to
define what it means to be artisanal.
“it’s a word that’s thrown around a
lot today,” she admits. “To us, it’s
small batch, hand-made products
that have something special to them.
we aren’t looking for things that
are sold in whole Foods or national
supermarkets. we’re looking for
local, authentic vendors.”
Finding those vendors takes a bit of
research, both on the street and the
internet. “i like to walk around local
farmers markets and gourmet food
stores,” she says. “i’ll take photos of
products that i think are interesting
and then look them up online. i think
it’s important that their packaging
is appropriate and they have a good
website, because it shows they are
serious.”
Picking the right blend of vendors
for an artisans’ market is crucial
to the day’s success. “i don’t like to
have any overlap,” Janelle says. “i
don’t want to have four baked good
vendors. That’s not enough variety
for our customers and too much
competition for the vendors.”
more often than not, she’ll pick a
sweet vendor that will sell a jam or
something chocolate, a savory vendor
offering pickles or salsa, somebody
that makes baked goods like
macarons, fresh bread or cupcakes
and then maybe somebody that’s
selling dog biscuits.
“There can be some overlap with
the items we sell,” she suggests,
“because these people are only
coming in for one day to sell directly
to our customers.”
at the same time, Janelle says,
“when you’re curating your own
vendors, make sure there is a way
for them to incorporate our products
into their displays or for them to use.
let’s say you have a cheese vendor,
set them up with the Breville Panini
maker and they can make little
toasted cheese squares.”
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two Y ea r s ago Williams-sonoma became the first brand to host an artisans’ market When
six stores Welcomed local culinary stars in to sell their Wares. a month ago the number of
stores holding artisans’ market events jumped to 80 and by the end of the year it Will be 150.