Driving Growth at Timberland's Worldwide
Case Study | Reality Test + Learn™
Challenge: Timberland sought to better understand the shopping experience and barriers to purchase at ten stores across four markets. The study sought to identify, prioritize, and size the most important opportunities for driving growth at Timberland Retail.
Approach: Halverson Group conducted about 900 shopper intercepts in Chicago, King of Prussia, London, Milan, Rome, and Shanghai, asking them to participate in a customer experience survey on the day of their visit. We measured perceptions of the store across shopability gates, trip motivations, attitudes, behaviors, and perceptions of the brand. We also conducted a competitive landscape analysis.
Results: Timberland gained a deeper understanding of their customers—from what customers bought most often to what items in store they coveted most. We delivered a model that explained how the shopping experience impacts conversion; the top opportunities for driving conversion; and the financial impact of improvements to key drivers. We also led a leadership team workshop to develop a growth roadmap for Timberland.