CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
The redesigned outdoor apparel site also includes a build-your-own-shoe tool.
The Timberland Co. has launched a redesigned e-commerce site that features more videos, more content for consumers outside the United States and a tool that enables shoppers to design their own shoes and boots.
Timberland.com features six microsites in six languages including German, Spanish and Italian, where consumers can find products, view ads and videos and post stories involving Timberland products. The outdoor apparel and footwear manufacturer and retailer, No. 436 in the Internet Retailer Top 500 Guide, also is posting videos from the company’s archives that document what Timberland calls “milestone events” such as the invention of the yellow boot.
Consumers also can click a link on the home page to design their own footwear. Shoppers choose the basic type of shoe or boot they want to wear and then select such features as size, color and details including stitching, laces and midsole; shoppers also can add initials to the footwear.
The redesigned site also features high-resolution product imagery with alternate views and zoom capabilities and product suggestions that are organized by activities such as “your morning commute,” “mountain trail” and “the weekend.”
“With the new site, consumers around the world have the opportunity to engage with Timberland like never before," said Jim Davey, vice president of global marketing. "Whether it's browsing and shopping our newest products, understanding our values platform, or sending in their own stories, visitors now have a one-stop shop to connect with the Timberland brand."
The site also has a section that educates shoppers about Timberland’s efforts to protect the environment, including through tree plantings or the company’s rating system used to determine whether products are environmentally friendly.