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Insights from Ecommerce Experts

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Solution Selling: Lands End is Getting Warmer


1 minute read

Land’s End has taken a solutions-selling approach to its outerwear, allowing shoppers to filter items based on how much warmth they need, using the foolproof, quantifiable metric of temperature rather than the subjective “warm” or “really, really warm.”

This is the call-to-action on the home page:

And the category page:

You can further refine your search results by coat length and fabric property – and even by size (great for end-of-season when stock is picked-over).

Why this is exceptional is Land’s End recognized customer need/concern, met that need and backed it up with a value proposition – using language like “scientifically tested” and “guarantee.” The message is communicated throughout the site including the home page and email marketing.

Have you seen any other examples of solutions-selling?

Linda Bustos
Linda Bustos
Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.
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