YETI and Mood Media collaborated on YETI’s first brick-and-mortar store in Austin, Texas. Multiple digital signage content zones create a unique and memorable customer experience that help drive YETI cooler sales, emphasize lifestyles of customer ambassadors and share fun stories of YETI products. From digital screens in an exploded car door to moving murals that keep customers engaged, YETI, Mood Media and partners created a next-generation retail customer experience that is truly best-in-class.
The main goal was to create a flagship location that was the ultimate destination for all things YETI. In Austin, opening in March 2017, they fully restored an early 20th century building that survived a 1935 flood that had destroyed most of downtown. YETI developed a location that was built for the wild, just like their products. Inside, the atmosphere had to be just as exceptional. In partnership with Mood Media, the multi-zone content strategy focused on maximizing digital signage to enhance customer experience at several unique touchpoints, including via their Ambassador Wall, their YETI Presents film station and their YETI vs. digital display. Instead of product pushing, these experiential installations are more meant to inspire people to go out and enjoy the wild. The music stage also helps the space feel as much like an event and live music space as a retail space for customers.
Building a modern day flagship location within an old, early 20th century building presented multiple technological challenges. Internet connectivity was next on the list to resolve. To perform video updates and to ensure effective syncing of content, dedicated Internet lines were required for this digital signage implementation.
In certain content zones such as the Ambassador Walls, content needed to be scheduled and managed across five portrait screens, ensuring that screens would have 12 seconds apart and no two screens would move at the same time.
Overcoming power needs for the digital screens was the first hurdle, not only for screens but also media players running the digital signage. Working with YETI design teams, Mood Media provided suggestions for an effective direction to meet power and other requirements for different content zones.
Dedicated Internet bandwidth was needed for content syncing across multiple screens. After determining Internet speeds that were required, testing routers and leveraging IT distribution blueprints, an effective deployment was achieved.
The Ambassador Wall required creative planning and ongoing communication through the grand opening. With five Samsung screens in portrait orientation, the key was to have content on one screen move while the others remained still. The digital screens appeared to be static until movement would catch the customer’s attention. Utilizing Mood’s syncing abilities within its proprietary content management system (MVision) and their powerful media device (MVP195), content was managed to achieve these impressive syncing and pacing results.
This is the first brick-and-mortar store for YETI, and the results have been impressive. With the different digital signage content zones, customers have extended dwell times as they explore each section of the store.
Utilizing creative video elements that entertain, inform and inspire, product sales remain strong as the items are seen in familiar environments as well as displayed in creative fashions. Specifically with YETI coolers and cups, utilizing digital signage to drive awareness about their products’ quality and sustainability has proven to be an effective tactic for the brand.
From watching videos about YETI coolers battling live bears and cannon ball explosions to anticipating movements across the ambassador walls, customers visit this location to have fun and interact with the brand and its products. Having a full bar and stage for live performances also help minimize perceived wait times and establish it as a true destination for customers.
McGarrah Jessee, Technomedia