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There are no shortage of associates to offer expert help and advice when shopping at Williams-Sonoma. The company spends extra effort to recruit and train associates so they can answer just about any question. And, the stores often draw people in through in-store cooking demonstrations, classes, etc. However, when it comes to Williams-Sonoma’s mobile in-store experience, there really is not a whole lot to review. The company has invested considerable money into its responsive eCommerce platform, which is functional across devices. However, the mobile website offers no specific value for in-store shoppers. The brand does offer a native application for registries. Presumably, this would enable those creating a registry to scan product bar codes in-store in order to add items to their registry. However, when testing, we couldn’t create an account or get the application to work and online reviews conveyed similar challenges. With its broad product assortment, there is an enormous opportunity for Williams-Sonoma to deliver invaluable guidance, convenience and utility via mobile in-store shopping tools for its customers. Barcode scanning, easy access to the excellent blog, wine and recipe content and storing digital receipts may all be well received from the food and home enthusiasts that frequent these stores.