Williams-Sonoma Leverages AI to Deliver Data-Driven Personalization
Williams-Sonoma is investing in AI-powered solutions with a view to gaining greater into visibility into consumer behaviors and delivering more targeted messaging.
The company has teamed up with Salesforce to spearhead the effort, which is aimed at gaining a more holistic view of customer engagement and preferences across a number of different touchpoints.
In addition to more scalable, personalized emailing campaigns, Williams-Sonoma plans to optimize its B2B sales through the implementation of Cloud-based services, which will allow for rapid bulk ordering for clients like restaurants and hotels.
The company says it eventually plans to leverage generative AI capabilities to deliver even more personalized communications. Internally, the home retailer says it will use Slack to boost collaboration among its tech teams across its roster of brands.
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Characterizing itself as one of the world’s largest digital-first home retailers, the company houses brands including Williams Sonoma Home, Pottery Barn, Pottery Barn Kids, PBteen, West Elm, Mark and Graham, and Rejuvenation, and has around 625 brick-and-mortar stores worldwide.
Laura Alber, CEO of Williams-Sonoma, said that the company had often focused on “in-house innovation,” but that bringing in an external partner would help the company “augment that innovation and continually improve the connection to our customers.”
Alber homed in on the AI aspect of the partnership, adding that this particular technology “helps our teams make more informed decisions, creates efficiencies within our business, and it allows us to be agile as we connect with millions of our customers around the world on a daily basis.”
