p10-12 Outdoor TIMBERLAND:SGBGolf_NEW_template 24/03/2009 09:37 Page 12
SGB Outdoor
'return' to the outdoor market? SGB: What about the nuts and
PH: When you look at the spend bolts for the retailer – what are
that we are making in terms of you doing in terms of POS,
the TV campaign, its outdoor- merchandising support etc?
related, so it is a heavy move PH: We have shop-in-shop
away from where we have been. systems and our own furniture in
Starting in Autumn ‘08 we the Timberland theme, which is
launched a TV campaign that wood-based and very attractive,
was very much outdoor-related customers can select from a
and we have continued that dedicated furniture catalogue.
through into this Spring, when We have a department in-house
we launched a 'Boat Shoe' that will work with a retailer to
advertisement starting in March. design the space correctly and
We will be using Mountain install fixtures and fittings.
Athletics in our Autumn We also have a comprehensive
campaign and there is a very package including permanent
hefty investment to support that. point of sale kit to support the
One of the other positive moves visual merchandising. We have
we have made that we have not various consumer incentive
done previously is that we have programmes as well as shop
split our PR. We operate with a staff incentive programmes.
London company, Cube, who
look after our Boot co and SGB: It sounds like the brand has
mainline business, but we come about face in the last year
operate with outdoor specialists, and a half, with further change
MCS from an outdoor this year – but it's all very
perspective. That is quite a positive.
quantum leap for us, not having PH: It is a big move on for us.
done it before. It communicates We have recognised the fact that
that we are serious about the we had to put the brakes on in
outdoor specialty market and regards to what we had done in
that we are placing a much- the past. We have re-thought it;
improved emphasis on what we we feel that we have a good
are trying to do. plan in place now. It’s a long-
term plan, so we’re not
SGB: Do these overall changes expecting things to change
mean upheaval for your sales overnight, but we are committed
team? to it and we feel we are well-
PH: Using my 14 years placed. We hear a number of the
experience in the outdoor business, I am very focussed on ensuring that we bigger retailers talk about wanting another big brand to come into the
build the right team. One of the reasons we changed the structure last year marketplace and fill a void. We know that we can become that brand.
was because I felt we needed individuals who understood the needs and the The plan we needed to get in place was getting to the right people, who
ways the outdoor specialty market operates. Where we have had people could actually communicate to the outdoor industry because there are some
leaving or moving on, we have brought in more multi-functioned perceptions that we need to change. Some people see Timberland as an
salespeople who have a better understanding of the market. urban youth business, when in actual fact it is so much more…
12 SGB OUTDOOR MARCH 2009
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