Monday, August 10, 2009

WS Now Selling Compelling Narratives

Check out the August 2009 Williams-Sonoma catalog. It features "New American Chefs," pairing each chef's cuisine with the tools you need to make each dish. Less catalog and more magazine, these pages are nice to look at. They stop short of offering the recipes, instead teasing you to their ecommerce site to get them.

I would've preferred the full monty in the catalog, but still it's great to see cross-promotion among their departments. Too often great product stories are lost when items are broken up across different buyers - they don't like to work together to promote a story. But great narratives like these will sell product and hopefully Williams-Sonoma is translating this to retail as well.

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