This month’s shopping expedition is based on our desire to follow the government’s instruction of SIP (you know, Shopping In Place). With that in mind we decided to compare and contrast two terrific brands working in the same retail vertical, your kitchen. We spent time looking at both the long time industry leader Williams Sonoma and the more recent contender to the throne Sur La Table.
Both of these companies offer the consumer incredible selection. I don’t know who needs to look at 301 different Chef Knives (there were other things in this selection than just the knives like sharpeners and sleeves) but you can find that many on the Williams Sonoma site. There are many gift ideas on both of these sites as well.
So, when we shop a retail store, we look to see how the store is “working.” We want to know how it appears to the consumer, how it works for the sales-people and how it works for management.
When we are Shopping in Place (SIP), we want to ask some of those same questions.
As I said from the beginning, both sites are terrific. I would tell you I think Sur La Table is a bit easier to navigate than William Sonoma. Both have great product and pricing is similar. If there is a scale bender in my opinion it is Sur La Table being more in tune to what is going on in the world today. And taking their strength and presenting it to the customer with great relevancy.
Rich Hollander is a retail expert with over 40 years in the industry.