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Timberland climbs to new seamless experience heights

BY Dan Berthiaume

Outdoor retailer Timberland will use mobile technology to deliver a personalized, omnichannel environment in its flagship in New York’s Herald Square.

The retailer is working with in-store technology provider CloudTags to blend physical and digital customer experiences in the store. 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. They will be able to build an online collection of products and when finished, can choose to opt-in via email and receive personalized content related to their store visit.

Timberland’s seamless store experience will also include interactive “tap walls” featuring an assortment of exclusive merchandise via a digital installation. Using the CloudTags Nimbus in-store recommendation engine, customers can shop from an extended range of styles, colors and sizing, based on their location and interests, that otherwise would only be available online. On the back end, using CloudTags’ Connected Commissions solution, all related online sales that occur following the store visit will be attributed back to the store and associate.

“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, VP 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.”

Mobile devices and interactive shelf-edge technologies like beacons allow retailers to turn their stores into fully functioning omnichannel touch-points. Customers can use connected devices to navigate a digitally personalized experience with access to the full corporate product assortment, while inside the confines of the store. Timberland is carving a trail to the next summit of seamless shopping with this pilot.

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