New Lantern

About the blog

Light from the
New Lantern blog

Welcome to the New Lantern blog. Our goal is to shine light on leading innovators and creative artists, and how your business can learn and profit from them. Companies large, medium, and small can benefit from employees who think more creatively. New Lantern may be just the source of inspiration your company needs to spark more innovative products, services, and processes.


Fast Company cover



RSS Buttons






Follow New Lantern on Twitter
Archives

Archives


Archives

Using the Old Bean

Posted by on November 15, 2011 at 8:16 pm

Nothing says November like the feel of wearing a wool sweater from L.L. Bean.

I’ve been a fan of L.L. Bean’s no-frills, long-lasting clothing products for over 30 years. They are comfortable, affordable, and always get the job done.

If I had a dollar for every “Blucher Moc” moccasin shoe that L.L. Bean has sold over the years, I would, well, have a lot of dollars. The shoe is timeless and iconic, and the product description today was the same 30 years ago: “The handsewn upper conforms to your foot for a fit that only gets better with time. Traditional rubber sole has channel grooves to provide traction on wet surfaces.” Current retail price: $69 a pair.

If it ain’t broke, keep selling it. Or something like that.

L.L. Bean owes its success not only to great products, but to great customer service. Year after year, L.L. Bean ranks among America’s top 10 companies for customer service according to the National Retail Federation, based on written surveys of over 9,000 shoppers.

The company was founded in 1912 by Leon Leonwood Bean in Freeport, Maine — a place that knows something about the importance of keeping warm and dry. Today, L.L. Bean’s flagship store and campus is still in Freeport on the original site where Bean opened his retail business.

Open 24 hours a day, 365 days a year, the 200,000-square-foot flagship store draws nearly three million visitors each year.

Next year marks L.L. Bean’s 100th anniversary. Few companies on the planet survive long enough to celebrate this milestone, much less one that is still at the top of its game. The company’s annual sales now top $1.5 billion.

L.L. Bean wrote the book on succeeding as a mail-order business, and decades later was able to successfully pivot to capitalize on the e-commerce revolution. Like its famed Blucher Moc, L.L. Bean has been able to effectively adapt and conform “for a fit that only gets better with time.”

Yet, L.L. Bean’s current President, Chris McCormick, knows that the company’s success will continue to rely on its commitment to putting the customer first: “It goes back to L.L.’s Golden Rule of treating customers like human beings.”

That’s using the old bean from which we all can learn.