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CAP00061001-E-Sport Chek Case Study V4.Indd LIVE: 8.25 in X 10.75 in BUILD DATE: Jan.29, 2014 SAVED @: 6-2-2014 10:48 AM

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CAP00061001-E-Sport Chek Case Study V4.Indd LIVE: 8.25 in X 10.75 in BUILD DATE: Jan.29, 2014 SAVED @: 6-2-2014 10:48 AM T:215.9 mm Case Study: Sport Chek® Sport Chek introduces retail lab powered by Samsung T:279.4 mm Customer Need Results Sport Chek undertook a brand reformation in 2012, establishing its The Digital Screenmedia Association’s new “Your Better Starts Here” philosophy in an effort to set itself apart Award for Excellence1 submitted by in an increasingly competitive sporting environment. As the retail setting the TELUS Digital Signage team for is the perfect showcase for their brand, Sport Chek wanted to create a the Sport Chek Retail Lab Project was superior retail experience by combining world-class products, all-star a great testimony to the convergence of technologies and content to staff and digital innovations to deliver powerful images, sound and create an impressive digital media showcase. The Sport Chek store interactivity throughout the store. represents the largest single retail signage deployment in Canada2. This 12,000-square-foot retail lab has enabled the brand to engage Samsung Solution consumers at an entirely new level. Sport Chek introduced its new retail lab concept store in downtown Toronto in January 2013 and selected Samsung Canada as its digital The store creates a shopping experience that mirrors the emotional electronics partner to enhance the in-store experience for the digitally rush customers get when pursuing the sports they love. savvy consumer. Samsung Canada brought in their premier integration partner, TELUS, to design the ultimate digital media solution for With 140 Samsung digital screens installed and 32 Galaxy Tab 2 10.1 Sport Chek – providing digital screens with ultra-thin borders, touch tablets available, staff are better equipped to provide engaging technology and tablets, allowing for personalized content and greater customer experiences. Reflective of the project’s success, Sport Chek customer interaction with merchandise. plans to expand the retail lab to some of its 170 stores across Canada within the next five years and to its new series of flagship stores, with the first opening in early 2014 at the West Edmonton Mall (78,000 square feet) in Alberta, Canada. ...... .. ...... .. ...... .. ...... .. 1&2 2013 DSA Screenmedia Integration Award: http://www.digitalscreenmedia.org/2013-screenmedia-integration-award Cyan, Magenta, Yellow, Black GALLEY: FILE: CAP00061001-E-Sport Chek Case Study_v4.indd LIVE: 8.25 in x 10.75 in BUILD DATE: Jan.29, 2014 SAVED @: 6-2-2014 10:48 AM CLIENT: Samsung (B2B) TRIM: 8.5 in x 11 in BUILD OP: Graeme ITEM: Sport Chek Case Study 1 PASS: JOB No.: CAP00061001 BLEED: 8.75 in x 11.25 in REV DATE: 06.02.14 PICK UP DOCKET(S): None 235 Carlaw Avenue, Unit 1 Toronto, ON M4M 2S1 ACCOUNT: Leah Millman LINE SCREEN: 150 REV OP: nestor NOTES: version 4 1 PRINTED @: None CREATIVE: Nestor CAMPAIGN: Sport Chek Case Study OP: PR: REMOVE GUIDELINES @ DISKLOAD None TT Slug OTF (Bold), Helvetica Neue (75 Bold, 55 Roman), Samsung InterFace (Regular) Black, PMS 286 C, C=100 M=31 Y=0 DSC_4176.jpg CMYK 636 ppi 37.69% K=0, C=80 M=0 Y=100 K=0, Guide, samsung_ellipse_c.eps 30% C=100 M=10 Y=0 K=0, C=0 M=73 Y=96 Samsung_NBX_LockUp_030813_NO_Aircon_Emb.ai 36.89% K=0, C=80 M=36 Y=0 K=0 2013_DSA_award_logo_-_singular_350x124.jpg RGB 222 ppi 134.96% STUDIO LEAD CREATIVES (AD / WRITER) ACCT LEAD CD ECD CHEIL INTERNAL APPROVAL PROCESS >> T:215.9 mm Overview The Customer As Canada’s largest sporting retailer with more than 170 retail “Our goal with the live lab store was to test and demonstrate the latest locations, Sport Chek strives to inspire its customers to be a “better in retail technology to deliver the same emotional rush our customers you” – whether that may be looking better, feeling better or performing get when they are pursuing the sports and physical activities they love,” better in sports. Sport Chek undertook a brand reformation in 2012, said Duncan Fulton, Chief Marketing Officer, Sport Chek. “The store establishing its “Your Better Starts Here” philosophy with powerful new serves as a conduit between customers and their favourite brands, advertising, social media strategies and a strong commitment to create offering unparalleled levels of customization and is staffed with the more personalized shopping experiences. strongest product category experts in the industry.” Sport Chek customer research determines that 80 percent of Customer Need Sport Chek’s customers were under the age of 40 and increasingly In an increasingly competitive sporting retail environment, engaged in the digital space. This became evident in store as Sport Chek was faced with the challenge of standing out from the customers progressively exhibited showrooming behaviour, using crowd. Sport Chek strategically positioned itself to be one of the most personal mobile devices to research products sold in the store, advanced digital retail space of any category in North America. influencing shopping habits and sales transactions. This behaviour Sport Chek approached select partners and vendors to unveil the retail prompted Sport Chek to expand its retail technology strategy in an lab concept, engaging brands to participate in the flagship initiative. effort to bolster the brick-and- mortar experience for the digitally This provided an opportunity for other dynamic, passionate and savvy consumer and better communicate and relate with its forward-thinking brands to come together and deliver a memorable, T:279.4 mm customer demographic. unmatched experience for Sport Chek customers. Sport Chek decided to strengthen its retail strategy by partnering “Technology was a key driver in bringing the retail lab to life,” with leading consumer and technology brands to deliver “living lab” said Fulton. “We were particularly focused on the creative use of experiences. Collectively, this created an ongoing test-and- learn technology to improve guest interaction and engagement while environment, delivering the perfect mix of great products, expert staff offering relevant content to our customers. To do so, we needed the and next-in-class digital innovation for a supreme shopping experience. best technology available.” . ...... .. ...... .. ...... .. ...... .. Cyan, Magenta, Yellow, Black GALLEY: FILE: CAP00061001-E-Sport Chek Case Study_v4.indd LIVE: 8.25 in x 10.75 in BUILD DATE: Jan.29, 2014 SAVED @: 6-2-2014 10:48 AM CLIENT: Samsung (B2B) TRIM: 8.5 in x 11 in BUILD OP: Graeme ITEM: Sport Chek Case Study 2 PASS: JOB No.: CAP00061001 BLEED: 8.75 in x 11.25 in REV DATE: 06.02.14 PICK UP DOCKET(S): None 235 Carlaw Avenue, Unit 1 Toronto, ON M4M 2S1 ACCOUNT: Leah Millman LINE SCREEN: 150 REV OP: nestor NOTES: version 4 1 PRINTED @: None CREATIVE: Nestor CAMPAIGN: Sport Chek Case Study OP: PR: REMOVE GUIDELINES @ DISKLOAD None TT Slug OTF (Bold), Samsung InterFace (Regular), Helvetica Neue (75 Bold, 55 Roman) Black, PMS 286 C, C=100 M=31 Y=0 samsung_ellipse_c.eps 30% K=0, C=80 M=0 Y=100 K=0, Guide, Samsung_NBX_LockUp_030813_NO_Aircon_Emb.ai 36.89% C=100 M=10 Y=0 K=0, C=0 M=73 Y=96 AE5Q0571.JPG CMYK 975 ppi 7.38% K=0, C=80 M=36 Y=0 K=0 AE5Q0531 (1).JPG CMYK 1380 ppi 5.21% STUDIO LEAD CREATIVES (AD / WRITER) ACCT LEAD CD ECD CHEIL INTERNAL APPROVAL PROCESS >> T:215.9 mm Case Study: Sport Chek Samsung Solution Tile, Tablet and Touch Screens Staff Tablets Sport Chek selected Samsung Electronics Samsung provided 140 digital screens To better facilitate a superior customer Canada, a leader in the consumer electronics installed throughout the store featuring experience and address showrooming in category, to deliver the digital media solutions dynamic displays with ultra-thin borders and store, the Sport Chek staff is equipped with T:279.4 mm to help bring the Sport Chek retail vision to touch technology, allowing for personalized Samsung Galaxy 10.1 tablets loaded with life. With strong TV and tablet performance content and greater customer interaction vendor content that help to engage customers in 2012, Samsung was the first brand with merchandise. The screens use digital by providing them with more information on Sport Chek turned to in building a unique, “tiles” featuring unique LED technology and a product they are interested in. Not only are innovative shopping atmosphere. The end a thin form factor, in addition to Samsung staff able to showcase relevant content on the result – a concept store that has the tablets mounted on the wall and custom-built tablets, but they also have the ability to easily technology and high-energy environment of a into merchandise displays. The flexibility of “take over” the larger screens in the store to sports stadium living inside a 12,000-square- the panels permit usage within a stand- show off vendor advertising or community foot retail lab. alone environment or a video wall, offering content. Larger screens focus on detailed 24/7 operation and high-quality images, brand content, creating impactful visuals For both Samsung and Sport Chek, this ideal for Sport Chek’s high-impact retail lab that influence the purchase decision. collaboration was an opportunity to push environment. Additionally, traditional signage the boundaries on innovation. With Samsung built into merchandise displays now include Samsung’s Galaxy 10.1 tablets featuring displays helping to power leading retail tablets in custom fixtures showing video and Samsung touch-screen technology are experiences, the partnership showcased still image content specifically designed for strategically used as sales and information best-in-class Samsung technology to amplify the associated products. tools to instantly connect customers directly an amazing retail atmosphere and really to brands and speak knowledgeably about wow Sport Chek’s customers. specific products. For instance, if a customer is looking at outdoor gear in the store, the Sport Chek staff can conveniently touch the tablet screen to play a product information .
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