Lands’ End’s Strategic Advantage

To measure whether a product lives up to that standard, Lands’ End goes right to the source—customers. Every month, teams compile reports of customers’ comments from all ordering channels; organize the data by category; and distribute it to the merchandise staff.

“We take statistically large requests or responses very seriously,” says Centner. “We’ll act on what we learn by developing new products, colors, fabrics or customer service initiatives.” These formalized feedback loops enable merchandisers and managers to maintain a sharp focus on product quality and customers’ desires.