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Retail Top 100 2012, No. 97: Land's End

May 2, 2012

Faced with an increasingly saturated marketplace and a slowing economy, Lands' End is moving more toward hybrid or multichannel marketing campaigns and shifting management focus from product-centric to customer-centric strategies. As part of its effort to better understand and target its customers, the global direct merchant of classically inspired clothing has undertaken an extensive CRM strategy, leveraging its existing enterprise data warehouse to create a customer data mart for campaign management, and implementing enterprise marketing automation software. By implementing enterprise marketing automation software, Lands' End hopes to improve its current operational processes as well develop more targeted, personalized marketing strategies.

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