BUZZ NEWS

The Big Warm-up: An Interview with Susan Sachatello

Posted on November 18, 2009
Thierry Daher

Please introduce yourself:

Susan Sachatello, Senior Vice President, Marketing for Lands’ End

What is Lands’ End’s mission statement in the US today? What is the promise the brand brings to its clients?

Lands’ End promises to give our customers a great shopping experience where they will find stylish, high-quality products at an amazing value. We strive to be the beacon for what’s real… real value, real people, real difference.

Can you please describe the campaign and how it came to life?

The Big Warm-up was inspired by a similar endeavor in Boston known as the Big Boston Warm-up. In addition to collecting warm coats during November, a public art installation to elevate the issue of homelessness and engage the community opened on November 2nd in Boylston Plaza at Prudential Center in downtown Boston. The installation features 768 life-sized figures, each representing ten of the 7,681 homeless women, men and children in Boston. As coats are collected, the installation will be used to count down the number of coats collected and hearts warmed.

After positive response and strong support in Boston, Lands’ End extended the Big Warm-up effort to communities nationwide. Donation sites are located at more than 252 Lands’ End Shops at Sears and 13 Inlets® across the country and coats will be collected until November 30th.

How involved is Lands’ End with the Web and specifically Web 2.0 and social media efforts?

From Landsend.com and Facebook to viral videos and microsites, Lands’ End is always looking for ways to connect with customers through technology. Landsend.com sets the bar for online shopping with features that make it easy to find a great fit, the right product and customer service. The company also regularly communicates with customers through the dedicated Facebook Fan Page and via email. Personalized viral videos are also another way the company engages with customers in a fun, interactive way.

What are the objectives of the campaign? How is it working so far?

The goal of the campaign is bring communities together to help those in need. Through the Big Warm-up, we hope to collect and distribute thousands of gently used coats for those in desperate need in communities across the country. Within the first seven days of the campaign in Boston, we collected over 1,000 coats! We are off to a great start and hope everyone will join us to make a difference this winter.

Is producing a personalized Web video a way for Lands’ End to build a closer relationship with customers?

Absolutely. We are always looking for unique ways to communicate with our customers in an engaging format. A personalized viral video is just one way that we can enhance their experience with Lands’ End either through Facebook or dedicated campaign websites.

Can you talk about how you see the future of Lands’ End marketing/communications using social media/viral marketing?

Lands’ End has built a solid reputation for listening to customers whether it’s through our call centers, online or even through heartfelt letters. Social media and viral marketing is an evolution of how we will continue to connect with and engage our customers.

Vanksen thanks Susan Sachatello for this interview.