BRINGING IN OUTSIDERS
L.L. Bean has grown a loyal following for its immense selection of high-quality outdoor goods and its ongoing commitment to service excellence. But in recent years, while it maintained its strong core following, particularly in New England, L.L. Bean found itself in a sustained period of flat revenue. The brand needed a more targeted strategy to connect confidently with new customers.
After conducting a multitude of studies, L.L. Bean landed on a key segment of customers to target: outdoor family enthusiasts, a diverse group of people who have a strong love for sharing the outdoors with others.
L.L. Bean now knew outdoor family enthusiasts would drive growth. But they needed to understand and strategize around them in every department. This is where Qualtrics XM has been irreplaceable.
BUILDING CUSTOMER KNOWLEDGE, REFINING EVERY EXPERIENCE
With Qualtrics, L.L. Bean conducts research in-store, in-app, at their call center, and online. Qualtrics’ single system allows the customer insights team to easily identify which customers fit into the outdoor family enthusiast segment. As a result, L.L. Bean is constantly building a directory of high-value customers that it can interact with to inform product and brand decisions.
For example, L.L. Bean discovered that for the outdoor family enthusiast, gardening is a preferred activity during the months of March and May. Accordingly, L.L. Bean is aligning its spring product selection and messaging around this previously unrealized opportunity.
L.L. Bean is also using research conducted through Qualtrics to make informed TV and media buys, develop new partnerships, and bring more outdoor family enthusiasts into retail stores around the world, since they have found through Qualtrics’ built-in driver analysis that this is a key driver of overall customer satisfaction. And with a full in-store feedback program, store managers are able to constantly monitor the experience to make it superb.
With customer insights informing the customer, product, and brand experience, there’s a new outlook at L.L. Bean. The inventory selection is becoming more targeted, and most importantly, L.L. Bean is now a fully mobilized brand, with every department committed to providing outdoor family enthusiasts with an unparalleled brand experience.