Land’s End Loyalty Program Research
We partnered with brand strategy agency Rescout and armed them with the research necessary to develop a membership rewards program for Lands’ End customers.
Project Overview
We partnered with brand strategy agency Rescout and armed them with the research necessary to develop a membership rewards program for Lands’ End customers. This was done by;
1. Developing an understanding of which features were most liked and disliked. We surfaced a clear stack ranking of features through a MaxDiff experiment.
2. Creating optimal combinations of features. We conducted a total unduplicated reach and frequency (TURF) analysis on the results of the MaxDiff to determine the optimal combination of benefits that satisfy current and prospective customers.
3. Learning what language resonates when describing loyalty programs. Across a series of binary choice tasks, respondents chose their preferred description of a Lands’ End membership program.- Most Preferred Benefits
- Table Stake Benefits
- Preferred Language
Current + prospective customers want membership benefits that offer savings and provide value.
- Members-only discounts and pricing (+310% more appealing than the average benefit)
- Free shipping (+251%)
- Cash back reward on annual purchases (+243%)
- Receive a credit for a free outfit (+179%)
A minimum of three membership benefits is table stakes for any loyalty program
- At least one membership benefit will be very appealing to ~90% of consumers.
- On average, consumers will find 1-2 membership benefits very appealing.
Based on the description and imagery of possible Lands’ End loyalty programs, consumers believe the Member Collective loyalty program feels the most suitable for the brand and would be their preferred enrollment choice.
- Although all subgroups prefer the Member Collective loyalty program in the majority of choice tasks, current customers find it especially appealing
Research Approach
Survey Data Collection
Fielded an online survey with an external panel (N=652) and Lands’ End’s CRM (N=61) between June 27th-July 9th, 2024. All respondents are 35-65 years old, and are current or prospective customers in the Evolver or Resolver shopper personas.
MaxDiff & TURF Analysis
Conducted a total unduplicated reach and frequency (TURF) analysis on the results of the MaxDiff to determine the optimal combination of benefits that satisfy current and prospective customers.
Concept Testing
Across a series of binary choice tasks, respondents chose their preferred description of a Lands’ End membership program.
