Improving its mobile offering is another key strategy in the near future for Timberland Shoes. When it launched its UK e-commerce site, it also launched a responsive mobile website. Mahoney says while the retailer is getting some results with the website, it still needs further attention.

“Responsive was a big step forward for Timberland, but responsive isn’t enough and we still need to understand what the right customer experience is for our mobile platform,” he says.

While responsive web is a good start for a company which is just diving into the world of mobile, Mahoney says it is looking towards HTML5 and how it can adapt its mobile site by switching on and off different content and merchandising depending on the application.

Timberland Boots​ has some changes in the pipeline for before Christmas 2014, but Mahoney says he’s trying to think of mobile as an evolution rather than a project, and all aspects of the business should be thinking about mobile.

“The only person I see playing with mobile is the designer, but I want trading people and merchandising to see what experience is being delivered via mobile, because we’re not far away from having greater traffic from mobile devices than desktop devices,” he says.