OmniShopper Award Winner: In-Store Marketing: Store/Aisle Reinvention

One campaign won an OmniShopper Award in the In-Store Marketing: Store/Aisle Reinvention category.
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Campaign: Timberland Herald Square shoe wall redesign
Entrant: In-Store Experience
Brand/Retailer: Timberland

Summary: Timberland’s Herald Square store in midtown Manhattan is a high-profile, high-traffic destination, but its relatively small size means that every inch of space needs to merchandise products effectively. The previous shoe wall showed more than 120 SKUs, but it was plain and uninviting. Timberland sought to reimagine the wall as a focal point by adding brand storytelling, color and depth — but with half the number of SKUs.

Working with retail display manufacturer In-Store Experience, Timberland created a wall system with custom pegged inserts that could house anything from boot shelves to photo frames, while being sturdy enough to hold heavy industrial digital screens. The net effect is a bright, modern wall that showcases the signature Timberland boots and effectively tells the story of the brand’s new sneakers and hiking shoes. The screens are currently being used as digital signage, but they are touch-enabled and Wi-Fi ready, so they can become interactive experiences in the future.

Several tactile approaches were used to showcase the boots. Hiking shoes were presented in a deep frame with faux grass backing to represent their intended habitat. Apparel, backpacks and hats were cross-merchandised with shoes to present a broader merchandise line and drive basket mix. Two large digital screens present modern video footage to brighten the area and draw in customers.

Even with reduced traffic due to COVID-19 and less than half the amount of previous SKUs on display, the store saw sales that matched or exceeded previous levels. As local businesses and workers at the Empire State Building return to normal hours, sales are expected to jump even higher. New expansions of the concepts are planned in the months ahead.