In-store activation - Transform the shopping experience through an engaging activation campaign
Williams-Sonoma
Create a retail store brand activation that will get customers into Williams-Sonoma’s door.
The Ask
The Problem
Young demographics have limited brand recognition and accessibility due to expensive prices and a lack of in-store experiences.
Enhancing Williams-Sonoma's in-store presence by bringing current products into a wider space.
The Solution
The Background
Founded in 1956, Williams Sonoma originated from a shared passion for cooking and dining with friends, evolving into a cornerstone of culinary excellence. With a commitment to quality, Williams Sonoma offers a diverse array of high-end cookware, house-label kitchen accessories, and gourmet goods, reflecting a dedication to elevating the culinary experience for enthusiasts and professionals alike.
Current audience: Adults aged 35-50.
Gender distribution: 33.6% male, 66.4% female
Affluent individuals with higher disposable income.
Food enthusiasts.
Revenue ranking among Williams Sonoma brands in 2019:
Pottery Barn (highest revenue)
West Elm
Pottery Barn Kids and Teen
Williams Sonoma (lowest revenue)
The Research
Percentage of WSM brands revenue in 2019
Williams-Sonoma heavily relies on e-commerce, comprising 52% of its revenue, with retail at 48%. In 2023, it announced closing two store locations, adding to 49 closures in 2021. The CFO plans to close 25% of the retail fleet over the next five years, signaling a move to optimize its retail footprint.
Williams Sonoma, known for its upscale image, is struggling to engage with younger audiences, particularly in-store.
Insight
There exists a strategic opportunity for WS to dominate the market by captivating younger demographics and drawing them into the store.
Opportunity
Strategy
Enhancing Williams-Sonoma in-store presence by bringing current products into a wider space.
INTRODUCING
WS Café seamlessly combines Williams Sonoma's sophistication with the cozy elegance of a coffee shop, exclusively featuring its products. Strategically located in premier cities like New York City, San Francisco, Seattle, Dallas, and Atlanta, the café enhances the in-store experience, broadens the customer base, and efficiently drives product sales. Leveraging the café presents a prime opportunity for the brand to effectively market beverages and pastries, reducing resource costs and driving sales more efficiently.
The Branding
Store-front
Williams Sonoma stores with a café will prominently display a distinct café sign at the entrance, signaling to customers that they can enjoy the café experience exclusively at these locations.
Café Innovation: Transforming the Retail Experience with Williams Sonoma
WS Café Menu
WS Café Packaging designs
WS Café Collection Merchandise
WS Café Social posts
Coffee bar in local stores
The Rationale
Drawing inspiration from successful ventures like Muji Café (with branches in more than 5 countries), Maison Kitsuné Café (with an 80% success rate), and Ikea Café (where sales account for 6% of its total revenues and have been growing at 8% annually), our rationale for the Williams Sonoma Café project stems from the proven potential to enhance customer engagement and elevate the retail experience through integrated food and beverage offerings.
Success Metrics
In-store foot traffic Increase, Sales Growth, Customer Satisfaction, Repeat visits, Social media engagement, Brand Perception and Cross-Selling Opportunities.
The team
Chunjie Shan Creative Brand Manager
My role
Creative Management
Market Research
Strategy Development
Mock-ups
3D renderings
