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November 2014

Timberland focuses on online customer experience

After a busy 18 months internationalising its e-commerce offering across Europe, Timberland is setting out its next priority – refining its online customer experience. As senior manager of e-commerce at Timberland, Dan Mahoney has this tricky job which requires him to drill down on delivering the right kind of customer experience using the Timberland brand. After redeveloping the UK website and central architecture in 2013 using Demandware’s cloud-based software-as-a-service (SaaS) product, the retailer was quickly able to expand its online presence in a further seven countries across Europe, all with a different language and currency. However, the retailer is a little late to the e-commerce game, meaning it also has to play catch-up when creating a seamless experience across its channels. During an interview with Computer Weekly at Demandware’s European user event in Barcelona, Mahoney says Timberland has yet to truly start the journey of delivering the right brand or content experience to customers. “The thing that keeps me up...

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