Lands' End Launches Amazon Prime-like Membership Program
Lands' End, Dodgeville, Wis., announced the launch of a new campaign called Canvas by Lands' End Circle Membership. According to Times Leader, the new program allows customers to sign up for $50 and receive free shipping and free returns on all products in the Canvas by Lands' End collection, as well as 20 percent off all full-price purchases. This is similar to Amazon's Prime membership, which allows customers to receive free, two-day shipping on certain products and other membership perks.
This program launch is partnered with the relaunch of the Lands' End Canvas line, which the company originally debuted in 2009 but had suspended. This new program could be a way for Lands' End to incentivize customers to purchase from the relaunched line, which includes apparel for men, women and children.
"When I first started at Lands' End, I was being asked by many people to bring back the Lands' End Canvas collection," Federica Marchionni, CEO of Lands' End, said in a press release. "With this launch, we updated our website with a multi-brand architecture to support the new collection. We have always taken great pride in our online shopping experience, and this enhanced format allows customers to easily shop between both brands seamlessly."
Anita Bhappu, a professor at The University of Arizona, told Times Leader that Lands' End may have trouble gaining support for a program that focuses on one collection.
"That may be a tough sell, comparatively, to millennials who are used to getting free shipping both ways," Bhappu said. "That's the norm more than the exception today."
Michele Casper, a spokesperson for Lands' End, told Times Leader that the program is designed to make members feel like they are receiving something special.
"We wanted to make sure that it was definitely the opportunity that you feel you get to experience some exclusive offers," Capser told the Times Leader.
For more information on Lands' End, visit www.landsend.com.