This is a very different mentality from other large stores facing industry headwinds. Department stores like JCPenney and Macy’s have long had difficulty growing their e-commerce businesses in a way that offset declining foot traffic. While many factors are at play with those companies, their insistence to focus on stores as a primary sales channel almost certainly played a role too. JCPenney, for example, has long had difficulties growing its online presence despite being an early player to the e-commerce space.
For Williams-Sonoma, the company was able to use programs it already invested in to its advantage. For larger retailers struggling due to store closures, it presents a stark contrast.
“In some ways, when you look at the results,” said Saunders, “you think there has been no pandemic at all.”