Have Lands’ End and Sears Finally Gotten it Right? Almost.

Package Insert Gift Card
The mail piece wasn’t the only thing Sears did right this holiday season. My mother-in-law, Roberta Harris — who, next to my wife Donna, is my best focus group for multichannel marketing — called the other day to rave about what she received with a Lands’ End package.

Inside the package, in addition to the items she had ordered, was a tiny canvas bag with a key ring attached. It was a item I had noticed at a Lands’ End counter in the Sears store. Inside was a Lands’ End gift card.