L.L. Bean 4 Store example essay topic

L.L. Bean started from making a hundred pair of boots, to becoming one of America largest mail order retailer of high quality outdoor goods and apparel for men, women and children. Leon Leonwood Bean founded L.L. Bean in 1912; the company headquarters is in Freeport, Maine. Leon Leonwood Bean founded his business on a belief in honesty, commitment to quality, customer satisfaction and a passion for the outdoors. Leon Leonwood Bean was an avid outdoors man that decided that he could improve on the typical hunting boots. He had a local shoemaker stitch a pair of waterproof shoe rubber to leather tops.

Then he field-tested them himself to see first hand if they was any good. In 1912 he sold 100 pairs of the boots and "attached a tag guaranteeing 100% satisfaction. Within a matter of weeks, the shoes began coming back. Ninety pairs were returned, the rubber bottoms separated from the tops" (L.L. Bean. com). Leon Leonwood Bean make good on his promise of 100% satisfaction guaranteed by replacing all boots that was returned and established a business with his customers that is still going strong today.

That value lives on today at L.L. Bean. They still measure success by the customer's satisfaction and the guarantee upon which the company was founded that says " Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased from us at any time if it proves otherwise. We will replace it, refund your purchase price or credit your credit card. We do not want you to have anything from L.L. Bean that is not completely satisfactory" (L.L. Bean. com). L.L. Bean 3 L.L. Bean doesn't just say this, but really lives by it.

My dad had a pair of the Maine hunting boots for years. He told me one day that the boots started leaking at the seams and I told him to send them back to L.L. Bean with a note telling them what was wrong and that you would like a new pair. In about three weeks from sending them back he got a new pair of the Maine hunting boots in the mail with no questions asked. So L.L. Bean really does live by the 100% satisfaction guarantee even if you have the stuff for years before you become dissatisfied with it. How many retail store will give its customers 100% satisfaction guarantee no questions asked? I can't think of one other company in the outdoors goods and clothing business that will do that. L.L. Bean started with one store in Freeport Maine in 1917.

"To improve service, L.L. removed the locks on the store's front door 50 years ago and threw away the keys - since then, customers have come and gone at all hours of the day and night". (L.L. Bean. com). That store draws over 3 million visitors each year. L.L. Bean had that only retail store until 2000 when it open a store in McLean Virginia at Tysons Corner Center an upscale mall in Northern Virginia. I visited that store in McLean Virginia just last week when I was in that area on leave. It was the best store that I have ever been to for the following reasons.

It was very clean and had wide isle that more than one person could walk through and stop to look at the stuff with out having people run in to you or you have to move so people could go around you. It had very good lighting so you can see what you were looking at. Plus it had an indoor trout pond and waterfall. My sister, a manger at Saks Fifth Avenue store in Virginia, was with me and even made the comment that the L.L. Bean 4 store was very well set up with nice wide isles and the sales people were friendly and very helpful when you asked them a question.

We had went to the store to see what it was like and so I could look at one of the only three L.L. Bean retail stores, the other being at Columbia, Maryland about 50 miles from the store in McLean, Virginia. She had told me that L.L. Bean had selected this area because of all the catalog business that it did in this area. L.L. Bean had done its marketing research before making a move to open up a retail store outside of its flagship store in Freeport, Maine. It was the first store that it opened outside of Maine since it opened it original store. It opened its third store within 50 miles of its second store when it put in a store at Columbia, Maryland.

The night that I was in the store in Virginia it's was having it after Christmas sales. It didn't have any big banner up advertising a sale. It only had some 5 x 9 inch sign on top of the rack of clothes that was on sale. I only saw a small ad for its sale in the Washington Post newspaper the day before. L.L. Bean doesn't have to advertise its sales or business because its customers will do it for them. You will only find the L.L. Bean label or brand in its stores. It doesn't carry any other brand in it stores.

I think it is the only outdoor goods and apparel stores that does that. I have been in R.E.I., Cabela and Bass Pro Shop, all larges retail outdoors goods stores, but they all carry other name brands of goods like Columbia, Timberland, Browning, Carhartt, Rocky, Danner and other. You will not find any of them at L.L. Bean. I think it's that way because of it 100% satisfaction guarantee. L.L. Bean prefers not to carry other brand names because they would not feel comfortable placing a 100% satisfaction guaranteed on goods that are not their own. L.L. Bean 5 L.L. Bean also has retail factory stores in Delaware, Maryland, Maine, New Hampshire, Oregon and Virginia. At the factory stores you can shop for a wide and ever changing variety of goods all at discount prices. These goods include items that are first-quality that have been discontinued, overstocked, discontinued fabrics or second quality items that are irregular.

I also went to the factory store in Virginia at Potomac Mills Factory Outlet mall. At that store I bought an adventure duff le bag for 20 dollar that was said to be second quality irregular but I could not find any wrong with it. About three year ago I bought the same bag from it web site for 60 dollar. Today that same bag still sells for 60 dollar in its catalog and web site. I like the quality of the bag and the size of the bag plus all the stuff I could put in it, that why I bought a second one. By shopping at the factory store you can always save money but you may not find the thing that you see in the retail store, catalogs or on the web site.

Because it is a clearing house for the retail store, catalogs and it web site, you always have a lot of products that are always changing but it's the best deal in town. In 1995 L.L. Bean launched its web site ll bean. com. The watchwords of the company were simple and slow on the Internet just like it has been from the beginning of the company history. L.L. Bean got in to the Internet business in the 90's because the cost of paper had gone up of 50 percent between 1994 and 1995. L.L. Bean's strategy was to use the Internet to get out of the Northeast market and to attract younger shoppers". The retailer had some advantages over other dot-com companies, including its well-known name, 200 million catalogs each year in which to advertise the Web L.L. Bean 6 site and a distribution system capable of shipping more than 12 million packages annually".

(Tedeschi, 2000, p 3) ll bean. com has become the company most profitable and fastest growing source of revenue for L.L. Bean. "The Web site is expected to account for about $218 million, or 16 percent of L.L. Bean's sales this year. The site has also helped reduce the cost of processing orders and returns" (Tedeschi, 2000, p 3). The average web customer at ll bean. com is about 40 year old. But L.L. Bean is looking to broaden its Internet product line to attract younger customers to the web site. L.L. Bean has emerged as a online retailer "Its Internet site has become the fourth most-visited apparel site on the Web, according to Media Metrix, an Internet audience measurement firm, trailing only Old navy. com, Gap. com and Victorias secret. com" (Tedeschi, 2000, p 3). L.L. Bean has turn out to be an e-commerce star on the web outperforming all but a few companies in the online apparel. That petty good for only being the Internet business for 6 years. L.L. Bean started out as a specialty mail order company in 1912.

Today L.L. Bean is one of the better-known mail order companies and its annual sales are around a billion dollars a year. L.L. Bean produces about 50 differ catalogs each year and distributes more than 150 million yearly. "About 85 percent of L.L. Bean's revenues currently come from catalog sales, 10 percent from retail sales and 5 percent over the Internet" (Sharp, 2000, p 2). L.L. Bean got so much mail for its mail order business that the Post Office assigned its own zip code. L.L. Bean 7 L.L. Bean was the first mail order company to provide an 800-telephone service to its customers. L.L. Bean gets a higher percentage of its orders from its 800-telephone service than it does mail order. Customer service is the heart of L.L. Bean mail order, retail stores and web site. During the peak holidays season L.L. Bean has over 3 thousands customer service representatives working for them, to handle over 100 thousands calls on busiest days and more then 15 million calls a year.

About 2 thousands of L.L. Bean customer service representatives come back to work the holiday season year after year. "L.L. Bean also does not evaluate customer service representatives based on the average length of their calls, unlike many other companies, or on the revenue they generate" (Tedeschi, 2000, p 4). Customer service representatives can spend as much time as needed with a customer, which has translated to a loyal customer base for L.L. Bean. Customer service is why L.L. Bean has L.L.'s Golden Rule "Sell good merchandise at a reasonable profit, treat your customers like human beings, and they will always come back for more" (L.L. Bean. com). With L.L. Bean 100% satisfaction guarantee and L.L.'s Golden Rule value lives on at L.L. Bean today and will for a long time.

They want to build a relationship that will last a lifetime. That is why L.L. Bean is one of the best-managed companies in America.