Lands’ End Blends CLV With Google Smart Bidding

About the Retailer

Lands’ End is an American clothing and home decor retailer founded in 1963 that specializes in casual clothing, swimwear, outerwear and home furnishings.

The Challenge

Lands’ End, leading uni-channel retailer of casual clothing, accessories, footwear and home products, wanted to increase new customers via digital channels. Their goal was to create a New Customer Acquisition strategy that values a new customer differently compared to an existing, in order to prioritize their marketing decisions.

The Approach

Lands’ End partnered with their agency, Crealytics, and Google to overhaul their Search and Shopping bidding activation. Using imported attributed new customer data through conversion import and making that data actionable via Google’s machine learning bidding solution (Target ROAS).

The Results

This approach proved its value and led to an increase of 43% more new customers compared with the previous bidding method. The ROAS (return on ad spend) efficiency was constant yielding 60% more revenue.

Download full case study

Download Case Study

More Case Studies

Case Study 5 - Retailers can take spoils - Bottom Part

Google won the bid management war. Now retailers can take the spoils with CLV-based advertising

Measuring for incrementality makes Facebook Ads 90% more effective ​

Fashion Leader Unlocks CLV Smart Bidding Approach

Unlock Retail Media Revenue with the 2024 Sponsored Products Benchmarks Report
This is default text for notification bar