Gimmicks work! Lands’ End is using an especially clever one to entice online shoppers back to its site every day. Starting Dec. 8th and continuing through the 19th, the Lands’ End home page reveals a new gift idea every day in its “12 Gifts of Christmas” campaign.
There are 12 days pictured, as if on a calendar. On the current day, or the days preceding it, the dates have been pulled back to reveal a gift idea. If shoppers try clicking ahead to one of the future dates, they get a picture of a gift-wrapped box with the message, “No peeking. We know you’re excited, but come back tomorrow.”
The gift for Dec. 8th was a women’s cashmere V-neck cardigan for $70.99; for Dec. 9th, it was Weatherfield’s quilted women’s shoes for $39.99. Dec. 10th featured a six-piece towel set for $50. The gift for yesterday was a men’s pinpoint shirt for $39.50. And today, it’s kids’ suede moccasins for $17.50.
Shoppers who wonder what tomorrow’s gift is will have to return to the Lands’ End home page tomorrow. As I said, clever.