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Visual merchandising initiative drives Timberland sales
Archived article dated Friday February 4th 2005
New store concept boosts performance
A new store concept across Timberland Europe*#*8217;s 250 outlets has led to significant increases in performance, including higher sales per sq foot, improved sales conversions and an increase in transaction values.
Timberland asked Visual Thinking to review VM in its stores, and to recommend fresh approaches. The company also asked Visual Thinking brand director, Karl McKeever and his consultants to provide training for store teams, to help provide an improved and more consistently delivered customer experience in its European stores. Visual Thinking carried out a brand audit, conducting research and analysing competitor brands, as well as spending time with store teams to reveal everything affecting current VM delivery.The company then designed and trialled a reconfiguration of Timberland store presentation, with new and improved product segmentation and layout, VM principles and display techniques. From this, they came up with a new prototype store.
Patricia Mitchinson, marketing director of Timberland Europe, said: "We have worked with Visual Thinking on and off for over five years, which gave us the confidence to work so closely with them on this total VM review.
"As well as the great sales increases we have seen across our chain of stores, we feel that the project has given Timberland Europe a strong, consistent visual projection, with store teams now using techniques which we know to be effective and, most importantly, are helping us to provide a better shopping experience for our customers.
"We now have more motivation and skills for visual merchandising within our retail teams than at any time before. Store teams have also seen the sales rise, and as a result their appetite and support for the project has been huge."
McKeever said: "VM direction has previously been strictly controlled by the USA, and we are pleased that the European division was open to trial new ideas and methods based on how European customers like to shop.
"This decision involved risk and courage *#*8211; but it paid off for Timberland. The team in Timberland USA have supported Europe*#*8217;s desire to experiment, which has led to the best outcome for the company. It also introduces these new VM techniques to the business overall to stimulate sales gains in Timberland's other global markets too."
Tagged as: Timberland | Visual Thinking
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