Timberland Blends Physical and Digital Customer Experiences
With Timberland’s Connected Store Customers Will Be Able to Digitally and Socially Engage With Every Product In Stores
Timberland, one of the world’s leading outdoor lifestyle brands, recently introduced tablets and digital installations that help customers learn more about its products at it’s Herald Square store in New York City.
Through the use of customer-facing tablets powered by Near Field Communication (NFC) and beacon technology, Timberland customers will be able to digitally and socially engage with every product in the store, without being required to sign-up, download an app or initiate registration. Shoppers will receive a guided Timberland experience, with rich digital product information, styling options and recommendations, as they build their online collection of Timberland® footwear, apparel and accessories. When finished, shoppers can choose to opt-in via email and receive personalized content related to their store visit.
Timberland’s Connected Store will also include interactive “tap walls” featuring an assortment of exclusive merchandise via a creative digital installation. Nimbus, CloudTags’ in-store recommendation engine, allows customers to shop from an extended range of styles, colors and sizing, based on their location and interests, that otherwise would only be available through timberland.com.
“Consumers use technology to shop where and when they want, and with a partner like CloudTags we can help them discover, shop and socialize, while getting immersed in the Timberland® brand,” said Kate Kibler, vice president of direct to consumer at Timberland.
“CloudTags can help us better understand our customers’ preferences in-store, online and post-visit. These invaluable insights can enrich the shopping experience by allowing customers to interact with our products in exciting, innovative ways.”
Using CloudTags’ Connected Commissions, all related online sales that occur following the store visit will be attributed back to the store and associate. In this way staff are incentivized and credited for educating and helping customers who may purchase later online, while the store receives credit for its value in the customer journey.
“We are honored to innovate with a well-respected brand like Timberland,” said James Yancey, CEO and co-founder of CloudTags. “Its commitment to using data and insights to guide its retail strategy is admirable, and we are excited to be able to help Timberland blend digital and physical experiences in smart ways.”
The launch of Timberland’s Connected Store will coincide with the National Retail Federation’s BIG Show, January 17th – 20th.
Filed under: Customer Experience Management