Humble Beginnings Lands’ End has a rich heritage: it started in a Chicago basement o ce as a mailorder company for yachting gear in 1963. Since then, the retailer has evolved into a multichannel lifestyle leader with operations across the world. What hasn’t changed over the past ve decades has been Lands’ End’s commitment to high-quality and timeless style, excellent service, and putting customers rst. In Lands’ End’s long history, the brand has never been one to shy away from changing with the times and trying new things, especially when it comes to marketing. Prior to 2013, Lands’ End generated consistent revenue through a solid email program that included transactional messages and marketing that incorporated segmentation strategies based on customer attributes, purchase history, and

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