Lands’ End Blends CLV With Google Smart Bidding

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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.

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