The Magic Behind Lands' End's Marketing
Lands' End Revolutionizes Email Marketing with AI-Powered Personalization
Challenge
Lands’ End is a leading digital retailer of casual clothing, swimwear, outerwear, accessories, footwear, home products and uniform solutions. The brand needed to find an opportunity to target consumers with relevant and personalized communications at scale. Their traditional segmentation strategy drove positive results, but required significant effort and limited their ability to adopt a less promotional approach.
Solution
To achieve true, 1:1 messaging, Lands’ End turned to Movable Ink Da Vinci as a solution. Da Vinci's AI-driven capabilities now allow them to scale tailored messaging and provide in-depth reporting for clearer performance insights. Additionally, the platform's unique ability to take in thousands of creative assets and pair them with the individual customer saved their marketers valuable time.
Implementation and Wins:
Since implementing Movable Ink Da Vinci, Lands’ End has used their full creative library to deliver the right content to the right customer at the right time. The platform's personalization capabilities enabled the brand to effectively display and reuse relevant products that customers may have received in separate segmented emails.
Da Vinci has also provided a streamlined approach of identifying potential demand for "off-season" products. For example, the platform enables Lands’ End to serve relevant messages for raincoats or other seasonal items, even after the typical selling cycle has ended.
“We were over-messaging with multiple blasts a day without really knowing how to extract ourselves from that pattern. But the Da Vinci solution is that missing piece for us–being able to maximize the relevancy of content to an individual subscriber.”
Sarah Rasmusen
Chief Innovation Officer at Lands' End
Implementation and Wins
Lands' End's marketing team has witnessed an astounding surge in positive KPI growth, a testament to their relentless efforts, strategic brilliance, and unwavering commitment to excellence.
