G R O U P 4

L.L. BEAN - LAND’S END

L.L. BEAN

PURPOSE OF THE SITE?

• Sell L.L. Bean products direct to customer.• Provide product

information• Provide customer

support

BRANDING MESSAGE

• Brand image is clearly conveyed.• Image built on

tradition, quality, and customer service.

INTENDED AUDIENCE

• People who are active outdoors.• People who travel.• Campers, fishers,

hunters, explorers, kayakers, etc.

CUSTOMER SOLUTIONS

• L.L. Bean provides extensive customer service.• Direct to business sales.• Tools to locate campsites and outdoor activities.

REVENUE MODELS

• Direct sales to customers generate revenue.• Credit line which

includes incentives for cardholders.

MARKETING RELATIONSHIPS

• Marketing relationships with others brands exist outside of clothing channels and includes products L.L. Bean lacks the resources to produce themselves.• Hunting, Fishing, and Camping sections carry

brands such as Buck and Gerber knives.• Garmin GPS• Nikon & Bushnell binoculars

FEATURES & FUNCTIONALITY

• Many search and navigation tools• Product

demonstrations• Park locator• Store locator• Customer service

live chat and call center options.

SITE DESIGN

• Clean, easy to navigate.• Displays many

products at once without being cluttered.

SOCIAL MEDIA

• L.L. Bean maintains accounts on social networks.• Facebook• Twitter• Youtube

INTERNATIONAL PRESENCE

• L.L. Bean has expanded into Japan and Taiwan in recent years and intends to continue international expansion.

SWOT DIAGRAMStrengths Weaknesses• Free shipping on everything.• Well established and trusted

brand.• Extensive selection.• Detailed product descriptions.• Well designed website.• Customer loyalty

• Potentially overwhelming selection for first time visitors.

Opportunities Threats• Room to expand selection in

hunting and fishing equipment.• International expansion via

website.

• Lands End carries higher fashion items.

• No furnishing department

LANDS’ END

USABILITY

• Lands’ End website is clean and easy to use.• Navigation is simple, but lacks some

options found on L.L. Bean.

STRATEGY

• Appeals to customers seeking more fashionable casualwear.• Home furnishings

pursue a different market.

ASSORTMENT DIFFERENCES

• No outdoor equipment.• Home furnishings department.• School uniform line.

FEATURE DIFFERENCE

• No product video• Shipping fees• Fewer navigation

options than L.L. Bean.• Flexible return

policy.

CONCLUSION

L.L. Bean• Focused on durable

apparel for outdoor use.• Most products

produced in house.• Camping, hunting, and

fishing products.• Dedicated to customer

service.

Lands’ End• Higher fashion

casualwear.• Furnishings

department.• Smaller product

selection.• Competing returns

policy.