Live from Net.marketing: Lands’ End pushes and pulls

New York—Remember the Pushmi-Pullyu from “Dr. Dolittle”? Lands’ End marketing program manager Brian Kubiak seems to. At a May 8 session during the Net.marketing Conference here, Kubiak discussed the balance of pushing and pulling that has contributed to the cataloger’s multichannel success.

“Catalog mailings are definitely push marketing,” Kubiak said, “while Internet is pull. Now with e-mail, we’re pushing again, but customers don’t have to look at them unless they want to, so it’s something of a middle ground between catalog and Internet. It’s sort of like a return to traditional retailing, in which a store clerk [the e-mail] is there to say, ‘Can I help you?’ and the customer can either say, ‘No, thanks, just looking’ or accept the clerk’s help.”

Lands’ End sends out weekly e-mails to roughly 500,000 customers. These often contain not only news of catalog specials but also “crazy” stories about cows in Wisconsin and the like, Kubiak said: “Our theory is to send people crazy stuff to keep them interested, tell them only about what they’re going to get, and don’t overpromise.”

The apparel and home goods cataloger also sends customers e-mails on request offering personal shopping advice, replete with personal recommendations—again inviting comparisons to a store clerk.

The e-mail program is clearly working. Kubiak said that Lands’ End’s online sales have grown at a steady 40% clip so far this year.

Net.marketing was sponsored by the Direct Marketing Association and the Association for Interactive Marketing.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.