Experian 2009 Annual Report Download - page 19

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17Experian Annual Report 2009
Introduction
2 – 7
Business review
North America
Governance
44 – 72
Financial statements
73 – 148
17
Williams-Sonoma is a premier retailer of home furnishings in the
United States, with over 600 stores nationwide. More than 40% of sales
are direct to customer and the company distributes many millions of
catalogues each year, which also help attract visitors to its stores.
With such a vast catalogue distribution, the ability to reach only the
right households is crucial.
Working with Experian, Williams-Sonoma has developed highly
sophisticated selection criteria, using as many as 650 data elements,
to determine who best to mail and which catalogue. It has enabled the
company to reduce its catalogue circulation by over 30% with a minimal
loss in sales. Experian’s unique personal identication number (PIN)
also provides the ability to link customer records across multiple
mailing lists and data sources, without risk of duplication, and to keep
the central database continually updated and de-duplicated.
Pat Connolly, Chief Marketing Ofcer at Williams-Sonoma: “Experian has
allowed us to advance the science of prediction in terms of whom to mail
and not to mail. Our new mailing platform is giving us the exibility and
efciency we need to compete in a very challenging retail environment.”
MAKING CATALOGUE MAILINGS
MORE EFFECTIVE
AT WILLIAMS-SONOMA