The CEO of Williams-Sonoma on blending instinct with analysis.
威廉姆斯-索诺玛CEO讲述公司如何从1956年创立至今，通过收集和分析客户数据来指导门店选址、发展邮购业务、推出电商网站，最终实现年收入近50亿美元，成为美国第21大在线零售商。
Launched in 1956 in California�s emerging wine region, Williams- Sonoma soon moved to San Francisco because so many of its customers lived there. In 1970 the founder created a catalog to serve people around the country--and that was the beginning o f the company�s data collection and analysis. Knowing where its catalog customers lived informed decisions about where to locate its stores. As the company grew its brick-and-mortar presence, it also built up its mail-order business, acquiring a garden products catalog, the Hold Everything catalog, and Pottery Barn. In 2000 it launched fully transactional websites for its two leading brands. Today analytics infuses and enhances all areas of the business, from personalized website content for each visiting shopper to shipping and inventory management to extremely high-touch customer care centers. Williams-Sonoma comprises seven brands and has annual revenue approaching $5 billion. It accounts for 4% o f all home furnishings sales in the United States, almost half of which come through the web, making it the 21st largest online retailer in the country. [ABSTRACT FROM AUTHOR]