Creating a Local Web Presence

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.