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Kathy Neumann leads Lands’ End’s marketing practice in strategic planning, consumer insights, promotional planning, merchandise strategies and store operations. In a talk with writer/analyst Tobi Elkin, Neumann discusses how Lands’ End and Lands’ End Canvas, the company’s vintage-inspired label, which launched in 2009, are leveraging iPad apps to offer customers an even more intimate experience with the brand.
eMarketer: When did you launch your iPad app and what are its main features?
Kathy Neumann: We launched iPad apps for both Lands’ End and Lands’ End Canvas brands in January of this year. Each app delivers content customized for the iPad along with enhanced features like video, photo slideshows, the ability to click through on any item to get more product information and the ability to purchase from our commerce sites. In addition, the April 2011 edition of our Lands’ End app will include a special feature called The Find, which takes the reader to a fun, surprise offer.
Our iPad apps aren’t just a reinterpretation of the catalog—the presentation of the items is unique to the iPad. Each month we’ll offer updated content around a theme.
So, for example, it might be the swim edition of the app. The swimsuits will be available to customers through multiple channels. The items featured through the app are available on the website, through our 800 number and the catalog.
eMarketer: How is shopping behavior different on your iPad app than on your website or smartphone app?
Neumann: The iPad app serves more as a lookbook with a focus on the newness of that season combined with an editorial point of view. Users who click through a product or collection featured in the digital edition will be taken to an in-app browser that gives them access to our complete commerce sites to get more detail or make a secure purchase.
We detect the device the user is accessing the app from and direct iPad users to the complete landsend.com site, while iPhone and iPod touch users are directed to the mobile-optimized version of landsend.com.
eMarketer: What can customers do with your iPad app that they cannot do on your website?
Neumann: With the magazine-style format optimized for the iPad’s 10-inch screen, our digital editions allow users to leisurely flip through the pages. The navigation within the app encourages an experience similar to sitting down with a Lands’ End catalog.
eMarketer: How do your objectives differ for what you want to achieve on your iPad app vs. your mobile app or mobile website?
Neumann: With any mobile device, site or application, our primary objective is to connect with our customers in ways that make sense for them. It’s the reason why, in addition to making quick purchases on your mobile device, you can access more than 100,000 customer reviews on our mobile commerce site if you’re in the research mode of the purchase cycle.
It’s about delivering the right content at the right time. The tablet format encourages more leisurely browsing and we believe the content we’re developing helps reach that objective.
eMarketer: Can you share any data that addresses the success of your iPad app?
Neumann: We’re still very much in the test-and-learn phase right now. We initially launched with replicas of our printed catalogs and have evolved to delivering unique content in a shorter format that includes more rich media, like video and slideshows. The early usage stats helped move us in that direction and we’ll continue to monitor those to evolve our offering to meet the changing needs and expectations of our customers.
eMarketer: What would you like to do in the future with your iPad app?
Neumann: In the future, we’d like to incorporate more social sharing features like posting content in a digital edition to Facebook or Twitter. In addition, we’ll look to improve navigation and add features that make completing transactions even easier.
A longer version of this interview is available to eMarketer Total Access clients only. If you’d like to learn more about becoming a Total Access client, click here.
Check out today’s other article, “Sharing Content to Show Thought Leadership.”
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