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: Speaking of technology, I understand you’re installing a Unica CRM [customer relationship management] system. How is that going?
Fuller: Really well. We’re almost done. I’m a bit embarrassed to say this, but before, we had access only to six to eight customer variables in our homegrown database.
But once the Unica system is in place, we’ll have 1,100! Yeah, can you believe it? That may be too many, of course.
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