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Lands' End Internship Project
Transcript of Lands' End Internship Project
Randy Horton, Creative Director
- marketing benefits
Real Reviews & People
"Apostrophe" quarterly inserts
"Your Lighthouse Feed"
Consumer content lives here
Upload photo, video
Share to other social
Virtual dressing room
Your sailboat ratings
Goodie bag holds promos
Give Lands' End customers the opportunity to help create and define the
Lands' End lifestyle
through our digital channels.
Where will this Lands' End consumer content live?
Maintain Social Media
Lands' End Mobile App
Maintain current Facebook
Consolidate Twitter handles
Current Mobile Market
Mobile-influenced retail sales expected at
of top revenue-producing retailers in STORE'S top 100 list offer branded
Why it's Cool for Them
Driving Initial Traffic
Follow-up product reviews by customer
Direct link on website to download app
"Go Real" option in product images
- Omni responsibilities
Build app followers
Goal: 1 million by 2016
Become destination for content sharing amongst Lands' End customers
Become source for quick guidance from Real Talk w/ customer service
Become main shopping avenue for her
Why its Cool for Us
Future is mobile
Cater to a new demographic
Mircrostrategy and Southport
Customer Service Rep
Contact Lands' End super fans
Regroup findings and improve app before launch
Pre-Launch Content Building
Need richness before launch
Emails to Super Fans
Lands' End campus participation
Begin blogging revamp to build interest
3rd Party Blogging Opportunities
Advertise new looks
Reach younger/new demographic
Campaigns to direct back to mobile app
*Link takes readers back to website or mobile app
Direct customers to app
Advertise crowd sourcing
Promote specials on app
Gap, Old Navy, Banana Republic
iPad capabilities: extra 30%
Comprehensive enterprise solution: $30,000 to $150,000, based on features
App Store Costs
Native Apps vs. HTML5 Apps
Challenge: Managing and updating different versions of app.
Alternative: Build in HTML5 and roll a single version on all platforms.
Cost less than native apps
Trade off between graphics and cost.
Cross Platform Development
Microsoft and iTunes: $99/year
Google’s Android Market: $25 one time
Technical maintenance: 15-20% of original development cost
Build Lands' End Mobile App
Need to build consumer generated content
Social Media update and marketing
Lifestyle content sharing
Shopping to increase sales
Quality service for a quality brand
Content Based Mobile App
Lands' End could expect...
10% increased overall sales
15% increase from in-store sales
Free Shipping Increasingly Important
Free Shipping Proposal..
Lands' End Internship Presentations:
Entries are posts to the app's content feed
Sharing posts to other social media increases chances
Giveaway exposure will drive additional app installs and usage
Search Engine Optimization (SEO)
Functional app with lifestyle content
View product on real people
Lands' End customer community
Mobile abilities for easy and quicker shopping
Lands' End is real quality in real time.
LE customer service
Real time answers
Real people in product
Real reviews of product
LE consumer-consumer interaction