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L. L. Bean - Social Media Monitoring Post 2

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Social Media Monitoring (cont'd.) & Brand Recommendations Since they  announced the end of their lifetime return policy , L.L. Bean has entered some rocky terrain with their fan base. The legendary policy -- a guarantee that the company would accept any item, at any time, for a full refund with no questions asked -- was once a trademark of the company. After all, it's been in place since its founding in 1912. Many loyal customers are not pleased, threatening to never wear their Bean Boots again. Fortunately for these folks, Bean's new policy is a liberal one; customers may return an item for a full refund up to one year after purchase, and defective items can be returned at any point. What the Groundswell Has to Say Still, fans are upset. If you've read my previous post monitoring L.L. Bean, you'll know I've been closely following the company's main  Instagram page. Why Instagram? Because this is where ...
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Groundswell Ch. 5-8 - Reading Reflection 2

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The topics covered in Li and Bernoff's Groundswell , from Chapters 5 through 8, outline how any business can tap into the groundswell. They focus on five critical activities: listening, talking, energizing and fostering support. The tricky part about this is that none of these activities are mutually exclusive; to be successful, a business needs to engage in all five activities at once and continue to maintain this over time. "So where Camaro owners might talk about their car's power and Lexus owners about their car's luxurious styling, Mini owners would rather see themselves as members of an exclusive club f people who belonged together. As the first buyers of this odd little car, they bonded with each other. they identified themselves -- and each other -- as Mini owners." (Li, Bernhoff, p. 91). I found it interesting that Li and Bernhoff described Mini owners as if they were already an exclusive group, just because of their groupthink that extended beyond ...
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L.L. Bean - Social Media Monitoring Post 1

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It's an interesting time to be L.L. Bean is a century-old outdoors company based in Freeport, Maine. It is most famous for its signature "Bean Boot"  and forgiving return policy. So what's so exciting about 2018, of all of L.L. Bean's years in business? Well, on February 9, 2018, L.L. Bean announced that it would be scrapping the lifetime return policy  that its customers raved about. Closing the doors on this policy was a bold move on the company's part, but according to the Associated Press, over the last five years L.L. Bean has lost  upwards of $250 million USD on merchandise returned to the store. Even worse is that monetary loss was only captures how many items were so damaged and worn beyond repair that the company couldn't recycle scraps for new products or donate them. For anyone who can empathize with the company's financial situation from a distance, the news is easy to swallow. ...
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