Lands’ End are an international, multi-channel mail order company that delivers ranges of own-brand clothing, footwear and outerwear to the men’s, women’s and children’s market.
Lands’ End had an established acquisition programme and needed to identify additional data sources to drive its offline acquisition efforts and meet response and ROI targets.
Lands’ End joined the 2Share network which allowed them to access an audience with granular levels of insight based on a person’s browsing and purchasing habits. In order to provide clear visibility of the performance of the 2Share data, a test strategy was developed using various Linear Regression models based around the Lands’ End ideal customer profile. Look-a-like audience selections were made based on existing customers’ browsing and transactional variables, and the audience was mailed with the Lands’ End catalogue.
The 2Share campaign results have been phenomenal, outperforming other data sources by 30%. Due to the success of the campaign, a full test and roll out programme has been put in place to expand the campaign across additional models and customer segments.
The results from the 2Share campaign have been very exciting. Using data with this level of insight has allowed us to create a new benchmark for our acquisition response rates. We will be looking to integrate the 2Share data across our models and customer segments where possible.
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