1. WILLIAMS-SONOMA vs Crate&Barrel
By: Kristen Spencer, Samantha Cogley,
Teresa Pierce, & Sandra Krugh

2. What is the purpose of the site?
Offer a high quality and decorative products to their customers via the internet
Broad range from cookware to housekeeping supplies
Big on customer interaction

3. Does the site convey a positive or useful branding message for the company?
First thing you see is a large image of food which gives the visitor a “warm and fuzzy” feeling.
Comforting home feeling
Makes you want to start cooking

4. Who is the intended audience?
Customer who can afford higher quality cooking products
People who cook more than eat out
Women between 30-60
Most likely purchase seasonal products

5. What “customer solutions” informational content is provided as added value?
Shipping information
Return Instructions & Policies
Registries
Store Search
Catalogues
List
Safety Recall Page
Designer Marketplace Page

6. What revenue model(s) is the site following?
Product revenue model
Show images of the product
Description of product

7. Do they appear to have affiliates, alliances, a market place, or other marketing relationships?
Part of a “Family of Brands”
“No Kid Hungry”
Visa
Collaborates with chefs and cookbook authors
Partners with high-end bakeries, restaurants, farms, ranches, wineries, breweries and individual chefs

8. What features and functionality are provided?
Tabs at the top to help figure out what you would like to find
Spot for your own recommendations

9. Is the site well designed from the point-of-view of usability, ease of navigation, speed?
It is fast
Easy to navigate site
Tabs at the top of the screen

10. Do they utilize social media?
Facebook
YouTube
Pinterest
Blog
Twitter
Google +
Linkedin

11. Do they utilize mobile commerce?
Mobile site m.wiliamssonoma.com
Easy navigation and access
Express check out option
Most important components of websites to the customer are clearly visible
Introduction images are all focused on a theme
Mobile site does not support international commerce

13. Do they have an international presence?
Use Fifty One
Ships to over 90 countries
You can track orders
Supports 3 credit cards Visa, MasterCard, American Express
Large scale items cannot be shipped
Hazardous materials
Electric items intend for US use
Items with licensing restrictions
Gift cards

14. How does the website usability compare to Williams-Sonoma?
Not organized as well
Serves its purpose but not as aesthetically pleasing
Find products on by what room they are in
They have an app

15. Are the strategies for the two websites different?
Sell their product
Don’t use OPEN Branding
Promote sales more than product
Targeted more toward younger market
Less Expensive

16. What are the significant differences in assortment between the two websites?
More home furniture than food
Outlet department
Targeted more toward younger market
Less Expensive

17. What are the significant differences in the two website features and functionality?
3D room designer
Photo Gallery
Check gift card balance online
Provide customer feedback
Catalog
Select products out of the catalog

18. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Warm and Fuzzy branding message
Clean, easy to use layout
Gift registry
WEAKNESSES
Poor use of advertising information on home page
No profit on recipe portion
All social networking is hidden at the bottom of the webpage, doesn’t promote OPEN branding
OPPORTUNITIES
Selling to a younger market
Monogram shop is easier to do online than in store, could be promoted more and bring in higher profit
International sales on mobile website
THREATS
Competitors are less expensive
Not necessity items
No international sales on mobile website, competitors have this available