A little nudge at online checkout is proving to be a good promotional strategy, says Lands’ End Inc. The company says it enhanced its "go together" program at landsend.com by displaying promotional messages that suggest complementary merchandise as customers get ready to pay for what’s in their shopping bags.
"We¹re not pushing (promotional) pages all the time," a spokeswoman says. "We try not to do any kind of pushing."
The strategy appears to be working: Lands’ End says it realizes a click-through rate of 30% on checkout "go together" marketing messages. Although it has not compiled purchase conversion rates stemming from the checkout messages, the site is showing strong conversion rates overall; 14.7% this year according to traffic monitoring from comScore Networks Inc.
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