March 16, 2004, 12:00 AM

LandsEnd.com debuts the new My Virtual Model

Lands’ End is giving a new look and feel to an old favorite on its web retailing site: My Virtual Model. It is promoting the new My Virtual Model through an e-mail marketing campaign that includes a link to the interactive modeling page.

Paul Demery

Managing Editor, B2B E-commerce

Lands’ End is giving a new look and feel to an old favorite on its web retailing site: My Virtual Model. The application, which has been a part of the site since 1998, allows shoppers to put various apparel items on an interactive model and see how the merchandise will look.

Now, based on customer feedback, Lands’ End is debuting a new My Virtual Model that features crisper images, a one-page questionnaire and several personal touches, including the ability to zoom in and zoom out on specific clothing items or create a personal model based on the customer’s specific measurements.

Lands’ End is promoting the new My Virtual Model through an e-mail marketing campaign. The e-mail message touts what’s new with My Virtual Model and includes a link to the interactive modeling page.

While the revamped modeling page is part of an ongoing effort to keep the web site current with new technology, Lands’ End also expects the popular feature to generate more sales. "Our conversion rates on orders associated with My Virtual Model are 34% higher and the average order value is 8% higher," says Sam Taylor, vice president of e-commerce for Lands’ End, a division of Sears, Roebuck and Co.

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