West Elm’s Chatelain On Digital Channels: Start Small, Gauge Results And Ramp Up Successes

Television can drive big awareness, but with digital media brands can take small steps with small budgets and “test and learn” their way to success. This, in essence, is the approach online and brick-and-mortar retailer West Elm has taken during nearly 30 consecutive months of profitability. West Elm has shied away from spending money on […]

 

Eyeview’s Harnevo, West Elm’s Chatelain Discuss Video Personalization, Retargeting At Beet.TV Summit

When West Elm first dipped its toes into video ad retargeting a few months ago, the furniture and housewares retailer set “a pretty solid benchmark” for measuring the outcome. “For us, video retargeting has been extremely powerful,” the company’s VP of Innovation, Luke Chatelain, said in a panel discussion at Beet.TV Leadership Summit titled Outcomes. […]

 

In Lieu Of TV Ads, West Elm Embraces Video And Tests Retargeting

How does a consistently profitable online and bricks-and-mortar retailer thrive without spending money on television advertising? By going big on video, constantly testing and iterating and using ad cost metrics to measure campaign ROI. “We’re definitely in the camp of being very pro video,” says Luke Chatelain, VP of Innovation at West Elm, the furniture […]