Customer Experience Management: Does a More Focused Approach to the Customer Experience Lead to Store Performance Measure Increases?

Abstract

This project explored the principles of experiential retailing and how the retailer Lands’ End is using these principles to increase key performance indicators in their retail locations. The types of experiential retailing are defined and of these the lifestyle retailing concepts are applied to strategies employed in Lands’ End retail stores. Specifically the development and implementation of a customer experience management program launched in Lands’ End retail stores are shared. The results of key performance indicators: average transaction, units per transaction, and conversion, are shared for a single retail location to illustrate the success or failure of the program. Suggestions for changes to the program are also shared.