This research tells that Land’ s End attains the technological capability to provide online customers the facility of choosing apparels suited to their measurements. In the retailing website, fabric patterns and colors can be displayed more clearly through images and graphics. For providing the personalized experience to online customers, sales associates are directly linked to the website. By identifying the preferences of customers, sales associates can help the customers by providing good recommendations. This innovative tool helps the firm to identify the tastes and preferences of customers for designing new products. Shoppers can select the most fitted apparels from the posted outfits on the website.
Improved customer service helps them to retain the customers with maximum satisfaction. In the call center operating as a part of the online retailing, representatives of Land’ s End are well trained to answer inquiries from customers. Specialty shoppers are provided for access to samples of all Land’ s End products. The shoppers can compare the similar range of products because description about each accessory on a product is provided on the website. Even sound and submerge features of child boots can be identified through the website.
These unique strategies of online retailing of Land’ s End make it a prominent firm in the online retailing market. In traditional retailing, the customers get assistance from well-qualified sales personnel to make the correct choice in selection, and they can check the product features by touch and see the items. In online retailing, products are virtually displayed by using pictures and graphics. In place of services of sales assistants in traditional retailing, text-based product descriptions are arranged for assisting the online customers.
The verbal description is not possible in online retailing. So the customers are required to have adequate knowledge for understanding the text description. Traditional retailing is costlier than online retailing because of the necessity of lease space, rent property, and pay for related expenses.
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