Crate & Barrel and Williams-Sonoma are home goods retailers that were founded in the 1960s selling European-inspired products. Both target middle-to-upper class women aged 30-60 and emphasize clean, classic styles. While Crate & Barrel focuses on sustainability and consistent branding, Williams-Sonoma utilizes more social media and owns related brands like Pottery Barn. However, their markets may overlap as consumers purchase various home and food items from both retailers.

1. Website Evaluation

2. Crate & Barrel
History
Crate & Barrel was imagined by a couple
named Gordon and Carole Segal. They had yet
to see an American store that sold home goods
and products they had seen during their travels
in Europe.
In 1962, the first store opened with only one
employee. Since then, Crate & Barrel has over
7,000 employees and over 100 stores.
Target Market
Primarily women, 30-60s
Middle, Upper-Middle Class
Women who are stylish, yet classic
Branding Image
Home products and furnishings that are clean
and simple with a Eurocentric edge.
The brand is sophisticated and refined, yet
accessible.

3. Website
Image
•Inviting, bright colors that celebrate the season
•Cover photo groups several products they are
selling
•Website is clean and simple
•Mimics the style of a Crate & Barrel store
Features
•Easy tool that changes the shipping country and
converts currency
•Registry
•Search bar
•Immediate links to social networking such as
Facebook, Twitter, and Pinterest
•Easy navigation
•Ability to create a “favorites” basket that may lessen
the cart abandonment rate
•Links to affiliates
•Recommendation tools for a specific product, which
may increase the items per purchase
Company Affiliates
CB2, The Land of Nod

4. Branding
 Replying enthusiastically
and informatively to tweets
from customers creates a
fun online environment
 Asking the customer for
input to create an open
forum
 Offering coupons
exclusively to fans gives
incentive to become a
“fan”
 Even if it’s not brand-related,
they still aim to engage the
customer

5. Williams-Sonoma
History
Began in 1956 and sold a small
array of imported cookware from
France. Today, the company has
over 250 stores and sells imported
items from around, including their
own line of gourmet foods.
Target Market
Middle-aged women who like to
entertain, and probably live in
high income households with a
high amount of disposable
income.
Brand Image
The company is more associated
with upscale dining and cooking.
It is clean, fun, and innovative for
anyone who enjoys entertaining.

6. Website
Image
The website seems to be focused on
seasonal items and cooking. The cover
page is interactive and has links that
focus in on different types of customers
or product functions
Features
•Easily navigable
•Links to affiliate sites at the top
•Interactive based on type of customer
•Links to social networking
•Registry
•Store events
•WS Credit Card
•International Shipping
Company Affiliates
Pottery Barn, Pottery Barn Kids, PBteen,
West Elm, WS Home, Rejuvenation,
Cultivate

7. Social Networking/Branding
On Pinterest, WS focuses on giving fans a way to maintain a
healthy lifestyle. Having a Pinterest is also a great way to
attract new customers.
On Facebook, WS also uses their
products to create recipes to their
target market.
On Twitter, WS focuses on advertising cooking classes,
flash sales and coupons

8. SWOT Analysis
Strengths
Crate & Barrel has a strong emphasis on being eco-aware
with packaging, recycling, energy conservation and tips.
Weaknesses
Williams-Sonoma presents an environmentally driven
Crate & Barrel needs to utilize social media and tap into new
Agrarian product line.
areas where they can present their products online and show
their usability.
Crate & Barrel and Williams-Sonoma present a consistent logo
online as well as in their stores. When branding, it is important
Williams-Sonoma should have a more international presence
to keep the brand consistent across all channels.
with stores to continue to expand globally.
Crate and Barrel and Williams-Sonoma’s image are very
clean and positive. They have translated everything that is
provided in store to their target market online.
Opportunitie s
Crate & Barrel and Williams-Sonoma have a wide array of
Threats
products which has helped them remain relevant in the
Crate and Barrel has a strong presence in the market, however
market. They need to continue to provide the consumer with
a competitor is Williams-Sonoma.
a fresh product that remains timeless.
Williams-Sonoma is very strong in having a very wide and
Continue to evolve with the consumer and their needs in an a
unique selection for their target market, compared to Carte &
environmentally conscious world.
Barrel. WS also specializes in housewares, food, gifts and
registry ideas.
Continue to invest and utilize social media and mobile apps to
further market their products, and reach all their potential
Williams-Sonoma has utilized social media more than Crate &
customers.
Barrel. They have exceeded Crate & Barrel by creating an
online blog, accessing YouTube, and utilizing Google+.
Have a continued and stronger international presence.

9. Final Comparison
• Crate & Barrel has a market focus on being “green” in product packaging,
and has products that continue to be unique and marketable.
• Williams-Sonoma owns companies such as Pottery Barn that could
potentially threaten Crate & Barrel.
• Williams-Sonoma has a wider range of social media, yet Crate & Barrel
appears to be more invested in the idea of O. P. E. N. Branding.
• Each website is clean and emphasizes seasonal items in order to keep their
loyal customers coming back.
• Despite the competition, there may be market overlap where the same
consumer who purchases home items from Crate & Barrel may purchase
gourmet foods from Williams-Sonoma.