Creating a Local Web Presence
For instance, the launch of the Italian site cost less than one-tenth the cost to launch its U.K. site a year earlier because the architecture was already in place. Says Taylor, “The beauty of the Internet is that it allows you to expand, and do it cost-efficiently.”
Web Doesn’t Cannibalize Print
An e-commerce launch in the French and Italian markets doesn’t rule out the possibility of a print catalog being added to Lands’ End’s future media mix. Because France is considered a good market for catalogers, Lands’ End currently is collecting the names and mailing addresses of its French Web customers and, if it finds it has enough volume, may launch a French print catalog.
While Lands’ End seems to have jumped on the World Wide Web bandwagon, it has no plans for significant changes in its print catalog mailing strategies. It currently mails eight catalogs a year in Germany and 11 in the United Kingdom. Taylor says the cataloger has learned, through testing in the United States, that many of its customers place orders via multiple channels and that its multi-channel customers are its best customers because they spend more and shop more frequently.
It also considers its print catalog to be its number-one marketing tool; daily ‘Net sales spike a day or two after its monthly print catalog mailing.