Timberland

Online Customization for Outdoor Boots

Challenge: Kick up the customization.

Existing HTML and slow server-side technologies were inhibiting performance of Timberland's initial boot configurator. The application was non-intuitive, uninspiring and static. As a result, customer conversion rates were suffering.

Timberland turned to Fluid to reinvent this experience - to make it compelling, engaging and interactive. They sought to convey the excitement of their unique personalized product - converting browsers to purchasers in the process.

Solution: A kicking configurator.

Fluid launched an interactive configurator that provides an unique and engaging and experience. Seam, boot, and lace colors, as well as personalized initials, are updated instantaneously as they are chosen - from every angle.

The configurator includes 360 ° product rotation, in-line zoom, real-time visualization and integrated merchandising. The customer is immersed in the creation process. The end result leapfrogs other configurator products online.

Results: Personalized boots all over the outdoors.

Since launch in August 2005 Timberland has seen: A 100% jump in the site's overall conversion rate; a nearly 300% increase in conversion on the original boot style offered for customization; and a visit duration that supports a successful, engaging brand experience.

The custom configurator proves that an online application can augment and strengthen a personalized product purchasing decision. The numbers continue to make this case - much to Timberland's delight.