How Williams-Sonoma is providing comforts of home during COVID-19 pandemic

Williams-Sonoma, a retail group active in the furniture, homewares and appliances categories, is aiming to evolve as COVID-19 transforms the demand pattern in these industries.

Why it matters

Brands that aim to make the home more comfortable should be in a strong position as COVID-19 is causing people to spend vast amounts of time indoors. That trend, however, is also leading to the closure of brick-and-mortar stores and a subsequent decline in revenue.

Takeaways

  • E-commerce is of growing importance to brands that previously relied on traditional retail, and will see growing competition.
  • Advertising expenditure may need to be directed against direct-to-consumer activities if the goal is to stimulate immediate demand in a financial crunch.
  • Planning for various scenarios – say, based around the short-, medium-...

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