William-Sonoma has developed a new concept for it's family of retails stores and is now offering free design services.
Why has Williams-Sonoma taken this approach?
Competition from Amazon and brick-and-mortar competitors.
Slowing growth over the past few years.
They realized that offering an integrated package of services can be a source of value.
What are the effects of bundling products?
The Art of Product Bundling (CleanLink)
Retail consultant Brian Kelly makes a key point in the original article: "the key to the program is the authenticity of the person giving advice."
Is authenticity the real key to growing your business?
Authenticity in Sales: Why You’re Getting Shot Down (Aberdeen Essentials)
Authenticity may help with making the sale, but differentiation and constant evolution will help keep you ahead of the competition.
Williams-Sonoma utilization of design as a means to integrate services will have the added impact of hopefully increasing sales across the portfolio of stores with which they work.