New Ways to Connect: How a Classic Brand is Personalizing Every Customer Touch

"L. L. Bean, the well‑known outdoor shop that started in 1912, is shaking up its customer service by teaming up with a tech company called Amperity. The goal? To make every shopper feel understood and to keep people coming back. The partnership replaces old software that made it hard for teams to see the whole picture of a customer. Now, all data is merged into one clear view that staff can use right away. With this unified profile, the company can predict what a shopper might want next and send that message at just the right moment. Customers will notice changes across many channels. Emails, direct mail, website suggestions, loyalty rewards and even catalog offers will all be tailored to individual preferences. The idea is that whether someone clicks online or visits a store, the experience feels natural and timely. L. L. Bean’s director of insights says that this new system lets the brand act on information instantly. “We want every interaction to reflect our quality and craftsmanship, ” she explains. By knowing customers better, the company can deliver exactly what they need without waiting.The tech partner claims that their solution helps L. L. Bean recognize shoppers wherever they engage. This means a consistent, personalized journey whether the customer is on social media, in an app or at a brick‑and‑mortar location. Beyond the customer side, the move also streamlines internal workflows. Staff no longer have to juggle multiple tools; everything sits in one place, making it easier to respond quickly and accurately. L. L. Bean remains family owned, with a long history of quality outdoor gear. In 2024 the company donated over $6. 8 million to organizations that open up nature for everyone. It now operates stores across the United States, Canada and Japan, and welcomes millions of visitors each year. The collaboration with Amperity is a step toward keeping the brand’s heritage alive while embracing modern technology to serve its community better. "