L.L. Bean Moving Money Into Marketing
Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in
CS: Tell me about your Web affiliate programs and search engine marketing.
Fuller: We’ve cut back on affiliate programs, but we still have some in place with 40 to 60 companies.
CS: You’ve been quoted as saying that Bean moved its investment dollars lately from infrastructure to marketing. How so?
Fuller: Before, we had too many SKUs, too much inventory. When that happens, you can’t afford to prospect and to invest in new technologies that can improve your profitability.
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