CCM was looking to better engage customers with digital experiences in their retail stores across Canada and the US. To achieve this, a new digital experience strategy was implemented to help define brand and customer objectives and to shape the design of optimal digital signage and interactive kiosk experiences. The strategy looked to create effective digital content to help connect, captivate and engage consumers through a custom lift and learn interactive kiosk experience that provides a deeper emotional connection and better aid in the CCM skate selection process. The interactive display showcases innovation and introduces new product lines that are always refreshed and maintained current. This kiosk experience is deployed across 150 specialty retail stores across North America. The kiosks feature an optical sensor that is triggered once a customer lifts one of the 3 featured skates docked on the unit, displaying detailed brand and product information.
The focus of the digital experience was to connect, captivate and engage consumers in an interactive kiosk experience that better aids in the CCM skate selection process. Seeking an innovative way to draw in customers, the experience provides rich aspirational visuals, engaging motion graphics content, awesome video content and even rich 3D animation. CCM wanted to provide an opportunity to learn about their products without relying on store staff, given that the re-seller network had varying staff counts with very different hockey and skate knowledge levels.
The kiosk features a custom skate selector tool that uses Ai (Artificial Intelligence) to help consumers find their perfect pair of ice hockey skates. Users are guided through a detailed questionnaire that learns progressively as they answer and adapts the upcoming question to suit the individual profile creation. Users input all their information from age, level of play (Elite, Competitive, or Recreational), foot size, skate style, and even current skates owned. The skate selector leverages an extensive database of skate information and fit profiles, including CCM and five other competitive brands, featuring entire skate line-ups. This database is constantly being updated. The skate selector is based on CCM's New Generation Fits. CCM spent over three years researching and developing new skate shapes to improve fit options and profiles. They continuously modified areas around the boot that could present fitting problems until they achieved the perfect balance. The Tapered Fit is designed for a low-profile foot, a low-volume boot with a narrow heel and forefoot width. It's inspired by the former JetSpeed "D" width, and if you're coming over from Bauer, you can compare this to the old Vapor "D" or their new Fit 1. The Regular Fit is designed for a mid-profile foot with a medium-volume boot with a medium heel and forefoot width. It's inspired by the former Super Tacks "D" width, and if you're coming over from Bauer, you can compare this to the old Supreme "D" or their new Fit 2. The Wide Fit is designed for players needing the most volume as it has a high-volume foot with a wide heel and forefoot width. This is inspired by the former Super Tacks "EE" width, and if you're coming over from Bauer, you can compare this to the old Supreme "EE" or their new Fit 3. This solves the challenge of brand and product awareness and provides a competitive advantage for CCM over its competitors to convert customers.
Not only has this kiosk helped alleviate staffing issues for retailers across CCM’s re-seller channel, but it has provided a real effective opportunity for consumers to finally find their ultimate skate fit. The kiosk allows consumers to develop a deeper emotional connection with the brand, increases brand loyalty, and drives sales. These improved Skate Selector New Generation Fit profiles now reach 20% more players than the previous generation. The kiosks are becoming a must-use experience for competitive athletes seeking an attainable professional skate fit consultation. Retailers where the kiosk is located, have shared how great the tool has improved their ability to convey knowledgeable advice on skate selection and empower even new staff members with limited knowledge to become skate consultants.