Marketing Strategy of Sur La Table

Sur La Table is a company that provides not only kitchenware, but also everything regarding kitchen. Founded in 1972 in Seattle, the business aimed to ease people in finding and using efficient utensils in the kitchen. Sur La Table’s own website is an extensive webpage that contains every single thing that they company offers. There are pictures that are arranged per section to ease the customer when finding the products they need. It is easier to identify what utensils they need as well with the appeal of the images. The side bar listed all the available options, and the table below on “What’s New?” and “Special Values” is really effective to ease the customer from clicking the website one by one. They have also written down the customer service and company information page, which is really crucial, as some customers want companies that they feel safe and can quickly contact them if there’s any problem. 

The Facebook profile of the business is also as extensive as the website it. The page is divided into two columns, the left side of the column is filled with the recent updates or pictures that Sur La Table posted, where Facebook users can freely put comments or press the ‘like’ button on the post. On the other hand, the right side shows the posts of other people regarding Sur La Table and the “Likes” and activities that Sur La Table has recently done. This is a really efficient way as customers can easily read others’ thoughts and review regarding Sur La Table and the current and upcoming activities that may interest them. While their “Like” shows their interest with the brands of the products they’re selling to raise the awareness of the customers that they only sell these kind of products, which customers can check out the brand if they want to. This gives a sense of safety and secure as consumers are introduced and understand the product they’re buying.

The YouTube page of Sur La Table is also interesting, as their videos involve famous chefs such as Bob Kramer and Rachael Ray. This can be an advantage for the cooking class they offer as the guest stars are the chefs that Oprah actually have. Unfortunately, the videos are pretty old as it has been 3 years ago with only 4,100 views. Sur La Table should also post these videos to their website, to not only attract more people to join the cooking classes, but to add views so that this video can be more likely to pop when people search about cooking in YouTube. This in a way is a simple, even costless marketing strategy that can boost people’s knowledge about the company.

Furthermore, currently working with Pluris marketing, they are creating a database that can analyze the customer information from their e-mails, purchase habits and interests. This would help Sur La Table in understanding their customers, minimizing further marketing cost with a more focus advertising across the customers and also being able to predict the shopping trend of the customer.  By this, Sur La Table can also use twitter, the new trending micro media, to see updates from their customers, and to be followed by the consumers, to give a quicker update regarding any news about Sur La Table.