Timberland, the world’s leading outdoor clothing and footwear brand, was founded in the United States in 1973. Its classic yellow boots are favoured by many outdoor enthusiasts because they are waterproof, slip-resistant and durable. With Omnichat, both Timberland Hong Kong and Taiwan successfully direct online visitors to salespeople at physical stores and reach a 7x conversion rate.
Recommend products to customers in just one click
By using Omnichat’s OMO(Online Merge Offline) sales feature, store salespeople can engage with online customers easily. Visitors enter Timberland’s website and click on the chatbot provided by Omnichat, they will be automatically connected to Timberland’s WhatsApp Business or LINE account. Frontline salespeople can bind to customers to conduct 1-on-1 conversations and also send out product links. Omnichat supports sales performance tracking and recognition, and the system will automatically calculate the commission when customers complete the purchases online. Despite strict social distancing measures, the orders completed by chat commerce account for about 20% of the Hong Kong business.
Integrate WhatsApp & LINE messages in one place
For Timberland, all branch sales, customer service and marketing teams only need to use one WhatsApp Business / LINE account, achieving brand consistency and better management. Different team members can communicate with their assigned customers for conversions and multiple branch management. Auto-reply Chatbot and Broadcast can be set up in the official WhatsApp Business / LINE account, allowing Timberland to send promotional messages to all members in one go.
For customers, they only need to add one WhatsApp Business / LINE account to communicate with Timberland’s branch sales or customer service staff. The WhatsApp Green Tick verification builds customer trust and adds credibility to the business.
Launch omnichannel membership integration with OMO feature
Timberland invests in the CRM system to have a comprehensive understanding of their customers. Through Omnichat, the official website and mobile app, Timberland has integrated the online and offline member information.
‘It is like a centralised CRM system, and we can integrate all online and offline customer data.’ JJ, Senior Marketing Manager of Timberland (Hong Kong and Taiwan), mentioned. Unlike normal department stores with regular business hours, the omnichannel integration allows store salespeople to sell products anywhere, anytime. Customers can enjoy the same discounts purchased in store or online.
WIth planning ahead, Timberland has accumulated nearly one million members since 2008, and e-commerce accounts for about 10-15% of the overall revenue. At the same time, about 20-25% of active members have cross-channel consumption behaviour .
‘Breaking time and space constraints, we go for an open and free business environment. Timberland is committed to the principle of sustainability, creating outstanding products that are crafted to last for years.’ JJ stated.
Achieve a seven-fold increase in conversion rate by using Omnichat
JJ said, ‘Connecting CRM is a very important feature for brands. Launched in May 2021, Timberland has recruited around 140,000 members on LINE and over 240,000 members on WhatsApp Business. 57% of members are bound to the CRM system and the binding rate in stores has reached 27%. We have achieved a seven-fold increase in conversion rate by using Omnichat. This revenue is enough to cover the annual fee of Omnichat for several years. Even if we don’t do anything, we can achieve the purpose of using Omnichat just by abandoned cart remarketing.’
In the past, when talking about abandoned cart remarketing, most businesses send unchecked reminders to customers through Email, but the open rate of Email is less than 10% in general. With Omnichat’s abandoned cart remarketing feature, reminders are sent through WhatsApp / Facebook / LINE and the open rate has reached 90%. The conversion rate will be much higher when giving out coupons.
Connect with members by offering discounts and interactive games
Timberland’s store salespeople often provide exclusive discount codes to their VIP so they can enjoy extra discounts. But JJ mentioned the e-commerce part has already achieved 10% of the referral code performance in the first 2 weeks after integration. Timberland launched a marketing campaign with Omnichat’s coupon module. Customers needed to scan the QR code, connect with Timberland WhatsApp and choose to bind the store in order to get the gift. The coupon module can be used in online and physical stores, attracting customers to purchase Timberland’s products.
Omnichat has also offered 5 interactive games, which can be sent to customers through WhatsApp, LINE and Facebook. The winners can get discounts, coupons and free gifts, etc. There is a Member-Get-Member referral feature. If customers refer friends to play the game, they can get an extra chance to win. Therefore, customers are willing to invite more friends to join, and Timberland can grow their membership without advertising.
2025 S/S New Collection Preview: Deepening Gold Member Interaction via LINE to Build High Brand Loyalty
In 2025, Timberland further evolved its member engagement through Martech. During the “Spring/Summer New Collection Preview” event, the brand utilized Omnichat’s automated marketing journey feature, integrating point-issuance APIs, the online store, and the member database to design a fun “Gold Member Exclusive: Fan-Fave Check-in Mission.” Through seamless O2O (Online-to-Offline) interaction, hundreds of Gold Members were driven to physical stores within just ten days. This initiative also boosted new member sign-ups and upgrades, successfully achieving the dual benefits of “Rewarding VIPs” and “Recruiting New Members,” marking a brilliant chapter in Timberland’s digital marketing journey.
2025 Omnichat RETAIL NEXT Summit: Revealing the Brand Blueprint with LINE as the OMO Foundation
At the 2025 Omnichat RETAIL NEXT Summit, Senior Marketing Manager JJ shared how the brand applies Omnichat to orchestrate its OMO (Online-Merge-Offline) strategy. The session explained how LINE serves as the conversational core to connect the brand, physical stores, e-commerce, and Performance Marketing. By integrating CDP (Customer Data Platform) and a store referral commission mechanism through Omnichat, the brand constructed a complete marketing loop from online-to-offline and offline-to-online.
The OMO Accelerator Connecting Conversational Commerce via LINE
Timberland has integrated Omnichat with its LINE Official Account (OA) for approximately four years. Starting from social conversation integration to audience tagging and Cart Recovery, the brand has progressively incorporated online and in-store management mechanisms tailored for OMO development, making LINE the core key connecting CRM, stores, and the online shop.
- Physical Stores: Staff can provide personalized service and send recommended product links via the LINE OA. This drives orders through conversation and allows the brand to calculate sales performance generated by store associates on social channels, serving as a powerful sales incentive.
- CRM: By linking the e-commerce platform’s member API with the LINE OA, it transforms directly into an Electronic Membership Card. While users might not open a brand App every day, they definitely check LINE daily. Using the audience’s most common communication tool as a carrier allows for direct member data and order inquiries at the point of communication.
- Online Store: By incorporating product cards into the LINE OA, products can be sent directly during broadcasts. Whether it’s daily broadcasts, cart recovery, or OMO branch-specific segment broadcasts, the system enables direct conversions, realizing a sales model for conversational commerce and mobile e-commerce.
Omnichat has supported Timberland in cultivating conversational commerce; to date, the member binding rate on LINE has reached 88%, with an in-store binding rate of nearly 50%. The LINE follower count has surpassed 410,000 and continues to grow, proving that online-offline social integration has become a vital helper for the brand’s OMO strategy.
LINE OA Store Commission Plan 2.0: Activating 24/7 Full-Sales Mode
Timberland utilized Omnichat’s exclusive OMO commission system to launch the “LINE OA Store Commission Plan 2.0,” allowing sales staff to clearly pursue high-performance targets and receive actual commissions. Since its implementation, conversion rates have outperformed average retail brand benchmarks, delivering highly satisfactory results for the brand. More importantly, through the LINE OA OMO system, store associates can engage more deeply with customers under the brand’s influence, achieving a superior 24/7 sales experience.
How Does the Brand Execute LINE OA OMO?
- Corporate Events & Creative Styling Content:
Share seasonal promotions or high-quality materials created by boutique staff with branch audiences to create buzz and align with the lifestyle of different store locations.
- Online Exclusives / Collaborations / Special Editions for VIP Online Guidance:
Offer exclusive access to limited-edition items or IP collaborations to store staff for maintaining key customers, creating a sense of exclusive prestige.
- Custom Store Tags to Better Meet Community Needs:
Timberland has a strong presence in Taiwan, where physical stores require a higher level of customer insight than online channels. By incorporating the OMO marketing system, each branch can tag their own customers in their respective backends. Unlike the high-level strategic communication from headquarters, custom store tags allow frontline staff to stay closer to market demands, grasp customer characteristics, and quickly provide suitable services and products, deepening local relationships.
Three Stages of Customer Relationship Management for a Superior Shopping Experience
At the 2025 Omnichat RETAIL NEXT Summit, Timberland analyzed how—in an era of skyrocketing digital advertising costs—it achieved its three-stage CRM strategic journey by incorporating Omnichat, while continuing to move forward with OMO support. Omnichat will continue to partner with the brand to create a better member shopping experience, effectively convey the brand spirit, and constantly improve marketing communication and sales conversion rates.
Post-pandemic, Hong Kongers are engaging in “revenge travel.” Whether you are going on an outdoor hike or experiencing nature while camping, feel free to visit the Timberland website to pick the perfect outdoor products before your trip!
Media coverage (Chinese version only)
【Business Next】’New Retail’ under the epidemic: CRM, Chat Commerce and OMO (Online-merge-Offline)
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