In episode 327 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Sarah Rasmusen, executive vice president and chief customer officer at Lands' End, an American clothing and home décor retailer that specializes in casual clothing, luggage, and home furnishings. Listen in as Rasmusen discusses Lands' End's current digital offerings, how the business operated during the COVID-19 pandemic, and how the organization leverages data to drive decisions across the business.
In addition, Rasmusen details the shifts in customer shopping preferences she's seen in the past 18 months, how Lands' End implements testing to learn more about its customers, and the goals the retailer has set with its data-first approach. She discusses how technology plays a role in Lands' End's customer data strategy, what's on the business' technology road map as first-party data increases in importance, and why the catalog retailer may have an advantage over the competition.
This episode was recorded at CRMC 2021 in Chicago.
Sarah Rasmusen is the executive vice president, chief customer officer for Lands' End, Inc. Rasmusen leads information technology, performance marketing, analytics and customer experience across all Lands' End selling channels. She's highly skilled at developing e-commerce strategies that drive conversion and enhance the customer experience by leveraging digital analytics and implementing perpetual optimization strategies across multiple platforms. Rasmusen has successfully led cross-functional technology, marketing, creative and merchandising teams to present fully integrated, on-brand experiences to customers across all channels.
Prior to joining Lands' End, Rasmusen served as vice president of digital merchandising, optimization and analytics for Kohl's Department Stores for six years. All told, Sarah has over 20 years of leadership roles in technology development, digital merchandising and consumer web strategy. Rasmusen received her Bachelor's from Stevens Institute of Technology in Hoboken, N.J.