Lands' End

B2B Business Development

Business Need

Lands’ End is a successful global consumer clothing merchant but in the UK, unlike the US, they only had a small B2B business.  There was a need to understand the UK market structure and potential for developing positioning options to create competitive advantage and optimise value creation.  Alongside the offer to business customers was the need to understand the internal capabilities and evaluate the impact on the whole supply chain.

Andrum Solution

Andrum designed a two-stage project.  A full stakeholder review and market analysis determined market structure, dynamics and value opportunities.  A segmentation study established the range of customer needs and an internal asset review lead to development of a competitively advantaged positioning.  The second stage involved creating a new customer offer and proposition.  This was done in collaboration with the management team through a series of workshops and projects.  New sales and fulfilment processes were developed, along with new website design and functionality.  A sales and marketing programme focussed on growth sectors and reflected the new tone of voice and personality of the offer.

Outcome

The Corporate & Teamwear division was able to put a cohesive and compelling offer out into the B2B market.  Drawing on their core brand values they have established a confident and targeted offer which met target customer needs.  By involving managers across the business, ownership and pride were high.  Sales enquiries, conversion and order value increases supported a 20-fold growth ambition over the next planning period.