L.L. Bean Raises the Bar With Its New Matchback Program

Up until just recently, all those customers who spent hours browsing around and shopping in L.L. Bean’s flagship, tourist-attraction store in the town of Freeport, Maine, also where the company’s headquarters are located, left with shopping bags full, but never had any further communications from Bean again. But better late than never: As L.L. Bean’s Senior Vice President of Corporate Marketing Steve Fuller described during a session he gave at the recent NEMOA conference in Portland, Maine, Bean has implemented an extensive matchback program that gets every form of transaction matched back to Bean’s master customer file.