Timberland partners with Demandware for new UK e-commerce site
DM News
December 13, 2007
By Dianna Dilworth
The Timberland Company has teamed up with e-commerce services firm Demandware to power its online store in the UK.
As a part of Timberland’s push into international markets, the new site, at www.timberlandonline.co.uk, lets UK shoppers buy Timberland products online.
"The Timberland brand is distributed globally, with half of our $1.6 billion in revenue coming from outside of the United States," said Troy Brown, senior director and general manager, e-commerce at The Timberland Company.
"Timberland has a strong brand presence in the UK through bricks-and-mortar stores but we wanted to create an e-commerce footprint in the market. E-commerce is growing in Europe, especially in the UK market."
Demandware has created an advanced merchandising functionality for the boot retailer through which products can be displayed by lifestyle.
The new Timberland UK site is designed to look like a real store window. It sells footwear, apparel and accessories for men, women and children. It also lets users navigate through lifestyle-focused categories and click on images in promotional banners.
Visitors can also window shop online and purchase at a store and vice versa.
The site also lets customers design their own boots with the boot configurator.
The new site includes various Web 2.0 functionalities through Demandware partners. BaazarVoice does the back end for customer reviews, and Omniture runs the Web analytics.
"In 2008 we plan to expand further into the European market with e-commerce sites in France and Germany and we plan to launch in Japan in 2009.