Timberland, the shoemaker, has rolled out a concept store that will be completely overhauled and stocked with new products every six weeks to help enhance its customer service and the retail experience.According to a report announcing the news, the new brick-and-mortar format will be located in a mall in Pennsylvania and will be called Timberland Tree Lab. The store will focus on telling stories and will showcase products in a gallery-type setting, which means sleek design elements and product displays that aren’t inundated with products and other things. There will also be a oversized Timberland table aimed at showcasing its brand.
We’ve written here often about the headwinds retailers are facing as the movement towards online shopping gains more and more steam — all part of our Connected Society Investment theme. The impact on malls is extreme as consumers more and more make the choice to sit on the couch and shop rather than fight traffic and crowds at the mall.
Timberland as a brand sits in the middle of the struggle as e-tailers sell its shoes online, while at the same time sitting on a large amount of retail space itself. Transforming those stores into an experiential shopping location is what we call this move by Timberland and something we’ll have to go check out when it is open. Afterall, the article does mention they will be serving craft beers to shoppers. It’s all work.