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Digital innovation at scale: How SCHEELS transformed the retail experience with immersive digital signage
About SCHEELS
Founded in 1902, SCHEELS has grown from a single hardware store in Sabin, Minnesota to a premier all-sports retailer with 34 locations across 16 states. In 2023, SCHEELS partnered with Mood Media to launch a transformative digital signage initiative, enhancing the shopping experience across its entire retail footprint. This transformative project leverages state-of-the-art immersive technology, including high-resolution LED displays and the powerful Mood Harmony platform, to create captivating in-store experiences that engage customers, enhance their brand story, and drive measurable results.
Objective
With consumers increasingly expecting digital engagement and authentic experiences, SCHEELS sought to revolutionize how they connect with customers while creating new opportunities for brand partnerships through an updated retail marketing strategy. The project focused on four key goals:
Create Immersive Environments
By leveraging the power of digital technology, SCHEELS aimed to transform its stores into dynamic and engaging spaces that create memorable customer experiences through innovative digital environments.
Connect with Local Communities
SCHEELS aimed to tailor its in-store experiences through targeted and responsive content that speaks directly to the local customer base while maintaining brand consistency across its national footprint.
Enhance Brand Storytelling
Beyond traditional product displays, SCHEELS leveraged digital signage to tell compelling brand stories while enabling dynamic partnerships with major manufacturers through synchronized campaign capabilities.
Optimize Operations
Through the consolidation of individual store systems into a unified platform, SCHEELS streamlined content management and enhanced network reliability across its store network.
Solutions
SCHEELS partnered with Mood Media to build a unique in-store experience. Key elements of this installation include:
Immersive Digital Signage
Strategic LED Deployment
Approximately 460 strategically placed LED screens were installed throughout each SCHEELS store, including custom-engineered two-sided column installations and dramatic staircase features, creating five distinct zones that guide the customer journey.
High-Resolution Digital Displays
LED walls, featuring cutting-edge 1.9mm and 2.6mm SMD (surface-mount device) and GOB (Glue on Board) technology, deliver vibrant visuals with exceptional clarity and brightness. This ensures optimal visibility in any lighting condition, ensuring that digital content is always captivating and impactful.
Managed Services
SCHEELS implemented a strategic approach to ensure consistent quality across locations. A comprehensive managed services program provides proactive maintenance to prevent issues and extend hardware lifespan. Continuous monitoring enables quick issue resolution, while adherence to SLAs upholds performance standards. This approach minimizes downtime, ensures reliable ad display, and supports seamless operations.
Content Management
Mood Media’s Harmony platform provides a centralized hub for managing audio and visual content across the SCHEELS network. This digital signage software platform enables seamless scheduling of visual assets, easy tracking of performance metrics, valuable insights into customer behavior, and streamlined advertising revenue management. The platform also streamlines content management and facilitates collaboration between marketing teams and store managers.
“With consumers expecting digital engagement and authentic experiences, we're evolving how we connect with our customers. These dynamic LED installations represent the next chapter in our stores' evolution, allowing us to create targeted, responsive content that speaks directly to our local communities while maintaining consistency across our brand.”
– Jason Loney, VP of Store Development at SCHEELS
Results
Customers are spending more time in SCHEELS stores thanks to immersive digital signage. The comprehensive display network enables targeted promotions and brand partnership campaigns. Through the unified Harmony platform, improved operations and customer insights empower SCHEELS to make data-driven decisions.
As a result of its strategic partnership with Mood Media, SCHEELS has successfully transformed its retail environment into a dynamic and engaging destination for customers. The digital signage solution has improved operational efficiency, enhanced the customer experience, and created a scalable foundation for future growth, including their planned 2026 expansion to Cedar Park, Texas.
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