Timberland Redesigns Stores with Digital Signage Displays

You have seen digital signage displays in all walks of life – from your gas pump to the airport to sports stadiums– and now don’t be surprised if the next time you are at the mall you see digital signage all over Timberland stores.

The “great outdoor” provider recently announced that it has made over its stores by promoting an interactive in-store shopping experience through the use of digital signage. Thanks to this upgrade, now as customers sift through backpacks, hiking boots and waterproof vests, they can also consult digital signage displays that will walk them through the Timberland shopping experience virtually.

“Story telling is one of the main focuses of this new store design whether it be the lifestyle imagery throughout the environment – bringing the outdoors indoors – but also the faces of the people enjoying their outdoor experiences,” Bevan, senior director of global creative services for Timberland, said in a recent video.

Customers can tap screens to view videos of previous customers enjoying their Timberland gear during hikes and campouts, vote on which products they like the best and observe how the products are being enjoyed in a variety of countries.

It’s a “new way of telling stories graphically,” Bevan added, as it allows customers to dive deeper into the brand. Stores in Singapore, the U.K. and the U.S. are currently testing the system.

Timberland teamed with the Apologue Experience Design Firm to create an interactive digital signage touch point that can function as an interface between customers and the brand's design team, providing feedback that could potentially be incorporated into future shoe or clothing designs, as stated in a recent article.

Apologue teamed with Automata Studios, Iron Claw and Audio, Video & Controls to craft an open-source cloud-based HTML5 system that is capable of dynamically retrieving remote data and creating real-time, uniquely generated storytelling at every interface touch point, in every store at any location around the world. Thanks to the system, Timberland can add and tag (News - Alert) assets for immediate integration into the storytelling all around the world in real-time.

“The goal is to transform their typical retail touch point of one way dialogue to a two-way dialogue communication of hearing what they think of also,” Bevan concluded.