eCommerce News & Events On-Demand | Timberland Launches New UK Site on Demandware eCommerce Platform

- Demandware (www.demandware.com), developer of the breakthrough On-Demand eCommerce Platform, today announced the launch of Timberland’s UK site: www.timberlandonline.co.uk. Part of Timberland’s strategic push into international markets, the new site offers UK shoppers the ability to buy Timberland products directly from the web. Reporting approximately $1.6 billion in revenue in 2006, The Timberland Company designs and markets premium-quality footwear, apparel and accessories to consumers around the world.

After a lengthy evaluation process involving multiple solution providers, Timberland’s international eCommerce team chose Demandware for its advanced merchandising functionality, the simplicity it offers for running multiple country-specific sites from a single platform and for the control and capabilities it delivered to Timberland’s in-house web merchandising teams.

"We needed an eCommerce partner who could help our international business extend across multiple brands and geographies," said Troy Brown, senior director and general manager, eCommerce, The Timberland Company. "Demandware gave our eCommerce team the platform we needed to drive our growth."

Innovative Architecture Delivers eCommerce Freedom and Control

Demandware’s extensive partner ecosystem and Timberland’s preferred vendors combined to deliver an integrated solution, comprised of custom development and best-of-breed technologies to achieve key eCommerce functionality such as:

  • Social commerce and customer reviews with Bazaarvoice
  • Payment process and fraud avoidance management with Cybersource
  • Web 2.0 UI design, with Fluid
  • Web analytics with Omniture
  • Product configurations, with the complete integration of Timberland’s award-winning "boot configurator" that enables Timberland consumers to design their own Timberland® boot

With the new site, Timberland’s eCommerce team now has complete control over all changes to site content, product images, page additions and deletions. "Demandware gives us direct control over switching out content without depending on internal IT staff or another third-party. This is what our international teams need to merchandise and market effectively," Brown noted.

"Most eCommerce merchants cannot make even the simplest changes to their sites without the assistance of their IT department or eCommerce outsourcer," said Stephan Schambach, chairman and founder of Demandware. "With Demandware, Timberland is not burdened with the traditional constraints of eCommerce platforms and is using that freedom to rapidly expand its international online business."

Focus on Brand, Product and Values
The new Timberland UK site offers footwear, apparel and accessories for men, women and children, allowing users to navigate through lifestyle-focused categories and click on "shoppable" images in promotional banners, much like a storefront window.

More than just an online store, timberlandonline.co.uk has products and values interwoven throughout – aiming not only to increase sales for Timberland but also to raise awareness about the brand, the products and the company’s commitment to social responsibility and environmental stewardship.

The site also is an important resource for the company’s brick-and-mortar stores. Some visitors may "window shop" online and purchase at a store, or while shopping in a store customers could be referred to the Website to view a complete product selection.

About Demandware, Inc.
Demandware drives the success of high-growth brands with its breakthrough On-Demand eCommerce Platform that empowers merchandising and marketing talent with total control over the shopping experience and continuous competitive differentiation. Leading brands such as Bare Escentuals, Playmobil and Playboy leverage Demandware’s best-in-class eCommerce functionality and automatic upgrades to help achieve higher conversion rates, increase average order size, and improve customer retention. Demandware is the only on-demand eCommerce solution that enables the rapid rollout of new sites, provides ubiquitous access to business and technical users, and is backed by a patented grid computing architecture that delivers capacity as needed for performance and reliability that exceeds industry standards. For more information about Demandware, visit www.demandware.com, call 888 553 9216 or info@demandware.com.

About Timberland
The Timberland Company is a global leader in the design and marketing of premium-quality footwear, apparel and accessories for consumers who appreciate the outdoors and their time in it. The company’s products can be found in leading department, specialty and Timberland® retail stores throughout North America, Europe, Asia, Latin America, South Africa and the Middle East. Timberland opened its doors in 1952 as the Abington Shoe Company and became The Timberland Company in 1978. Timberland employs 6,300 people around the world.