Elevating The Digital Experience
With more than 25 years’ experience in both consumer-direct and B2B e-commerce, Jessica Rickard is taking Lands’ End Outfitters to the next level of digital engagement. We asked Jessica to share her insights on the customer experience and what the future of e-commerce looks like at Lands’ End.
Common Threads: As a director of e-commerce, you are at the intersection of customer experience, technology and business strategy. Can you share what your role encompasses and where you focus your attention today?
Jessica Rickard: Being at that intersection is one of the most exciting parts of the role because it gives us direct insight into our customers, emerging market trends and the experiences people increasingly expect. First and foremost, we’re focused on being crystal clear about the customer experience we’re trying to create and the problems we’re solving on behalf of our customers. When we start there, technology becomes an enabler, not the driver, and we’re able to make more meaningful improvements.
CT: As customer expectations continue to evolve, what does a role like e-commerce play in simplifying, especially when we’re talking about complex apparel and uniform programs?
JR: E-commerce plays a critical role in simplifying what can be a very complex process. While there are a lot of nuances behind the scenes, such as logo management, uniform allocations, approval workflows and curated product assortments, customers don’t want to think about any of that. They want an easy and intuitive experience.
Our job is to hide the complexity and make it simple. Whether that’s helping an administrator manage a large uniform program or enabling an everyday customer to apply a logo to a product, the goal is the same: make it easy to get the right products to the right people with confidence. The best e-commerce experiences balance sophistication behind the scenes with simplicity for the customer.
CT: Do you feel that Lands’ End is able to address those behind-the-scenes nuances better than others?
JR: One of our differentiators is not only the quality of the products we deliver, but also the experiences that come with them. Over the last few years, we’ve made a conscious shift in how we approach innovation. Instead of asking how we solve something for one customer, we’re asking how we can create solutions that benefit many customers. We’re bringing more expertise and proactive thinking to the table than ever before, partnering with customers to understand what they’re truly trying to accomplish and what experience they want to create for their employees. That collaboration allows us to deliver solutions that are both scalable and meaningful.
CT: Is there a specific piece of feedback or a certain feature you incorporated into the process that wasn’t offered at Lands’ End before, that has really changed the customer experience?
JR: Last year, we completed a brand refresh that modernized the look and feel of our websites. While it wasn’t a functional redesign, it helped create a more engaging and contemporary experience for customers. A digital experience should feel just as welcoming and inspiring as walking into a great retail store. We’re also investing heavily in our new-hire kit experience, which is particularly important for uniform customers. This year, we’re reimagining that experience to make it more intuitive, visually appealing and reflective of each customer’s brand.
CT: What emerging trends are you paying attention to?
JR: Transparency, speed and personalization. Customers increasingly expect clear communication, accurate delivery expectations and experiences that feel tailored to their needs. They want visibility into their order status and confidence in when it will arrive. As an industry, we’re continuing to raise the bar in those areas. For us, that means exploring ways to provide more real-time information throughout the shopping journey, including clearer delivery timelines as customers build their order.
CT: It seems like e-commerce at Lands’ End is really driven by the customer.
JR: Absolutely. While our website serves a wide variety of customers and business needs, the common thread is listening. We’ve found ways to incorporate feedback from some of our most engaged customers into improvements that ultimately benefit everyone. Whether someone is shopping directly on our site or ordering through a company-branded storefront, they’re still bringing the same expectations they have as consumers. Our goal is to continuously learn from those expectations and turn them into better experiences for all our customers.