Lands’ End Missed an Opportunity
Yesterday afternoon – completely out of the blue – I got a call from Lands’ End. It’s been awhile since I bought anything from them; I think the last item was a set of sheets I bought last fall.
A very nice lady thanked me for being a Lands’ End customer and offered me free shipping on any order I placed in July. My response, “Gee, I’m really on a tight budget right now so I won’t be making any purchases before the end of the month.”
What was the missed opportunity? If she had been given the authority to make a second offer, I probably would have bought another set of sheets and maybe some towels (my favorite Lands’ End products).
What would have done it? If she had said, “Yes, I know, folks are feeling the pinch right now, would it help if I could give you 15% off one item if you ordered before the end of July?”
I would probably have gone online and placed an order right then.
All it takes is a company that gives its telemarketers the ability to respond to customers’ comments quickly and tailor an offer to fit the situation.
Sorry, Lands’ End. No sale.
