CCM Hockey (CCM), a leading hockey equipment brand, was looking for new ways to develop a display that combined visual, tactile and up-to-date regional messaging to captivate and engage shoppers. CCM also knew that capturing and analyzing consumer data at each stage of the buying process would increase in-store and online sales as well as customer loyalty. To accomplish this, CCM would need to increase display attraction and engagement rates by understanding which messages and product features customers are most interested in while interacting with their product. Additionally, CCM wanted to efficiently know the uptime of their displays in real-time and be able to change content on a regional basis through a cost-effective centralized solution. To achieve this, CCM approached Data Display Systems to develop the technology that would allow customers to interact with the product, support their visually stunning messaging and regularly monitor customer engagement data.
Data Display Systems engineered a customized experience that captured the desired interaction and data from CCM’s in-store displays. Consumers were invited to interact with 7 different displays within each store that utilized 3 unique types of sensor technology to capture consumer engagement data for their skate, glove, helmet, and a hockey stick product lines. Knowing that 4 out of 5 consumers are either looking at or trying the product before making a purchase, the sensory technology gave the brand insight into how users try their products before an eventual online or in-store purchase.
Along with capturing consumer interactions, Data Display’s Remote Content Management system allowed CCM to monitor system health, push unique content to users in different geographic locations, and conduct A/B split testing to increase attraction, engagement and to ensure the right content is reaching the ideal customers
Through the reporting and analysis provided regularly by Data Display, it was clear that this initial pilot program provided CCM with valuable insights into which product features and product lines resonated with customers on a regional basis. CCM was also able to modify content and improve display uptime on a cost-effective basis. Additionally, by capturing data at this point in the sales cycle, CCM is able to improve their on-line messaging on a regional basis and develop a more effective return on investment for their overall marketing budget. Because of this success, CCM will be utilizing Data Display System’s technology in over 200 stores throughout the US and Canada.
“In our experience working with Data Display System, it’s clear they listened to exactly what we were looking for. Their reports give us a new perspective on how customers interact with our product while in-store and gave us valuable data that we can use to tailor online and in-store marketing messaging to attract our ideal demographic on a regional basis. The data also provides a more accurate indication for return on investment when determining marketing budgets. Considering the consistently changing consumer dynamics of in-store versus online sales, this data helps visualize how these sales are tied together through the in-store validation process.”