b8ta uses its Retail As A Service (RAAS) model to help brands launch new products in experiential retail environments. b8ta and their brand partners’ goal is to deliver the best customer experience and use retail analytics to measure the effectiveness of this environment on their brands. Traditionally, b8ta operated in in-line store environments, but they wanted to take their solution and experience to a common area retail kiosk inside Fashion Square Mall in Scottsdale, Arizona, a high-end mall property.
They turned to Experience MINT to create a retail design for an environment that felt like a traditional retail store where customers could “come in” and experience their partners’ products. The kiosk would look and feel like a store and the b8ta technology platform would be embedded throughout the design.
Retail Design and Execution
The retail design strategy began with two oversized archways inviting consumers in, double-sided merchandise cabinets allowing customers to experience products on the inside and perimeter of the POD. Large, illuminated fabric graphics along with blade signs and two digital monitors brand the environment and draw the attention of mall consumers. Finally, the integration of a digital screen experience for each product to educate customers while meeting the brand exposure requirement.
To further separate the b8ta POD from other common area retailers the construction included high-end materials such as maple veneers, solid surface tops, powder-coated steel, and fluted hardwood columns with strategic lighting throughout. Retail analytics were integrated with the displays to enable experience reports for b8ta’s brand partners.
MINT executed the mall approvals, city permitting, shipping, professional installation, technology, and utility integration. Experience MINT executed the project flawlessly, on time and on-budget
Around the perimeter of the store were large experience rooms called “anchor shops” featuring a brand with products presented in a very interactive manner. Experience MINT installed interactive touch screens where parents and kids could shop, create shopping carts for purchases at the store or online later home, share their experience on social media, and more. These touch screens were also placed throughout the retail floor on smaller branded displays to provide a cohesive experience. with touch screens that provided the same experience.
All touch screens and displays were supported by MINT’s content management software (CMS) to allows TRU and their brands to remotely control all content on all displays. Of course, all of this was tied together with a full store retail analytics camera system, complete environmental audio system, in-store network, and supporting network equipment.
The stores, located in the high-profile malls of Garden State Plaza and Houston Galleria, were completed from start to finish in under 45 days, This required our teams to be working around the clock to get the locations prepared, installed, and online before the deadline.
Both the client and mall praised the MINT team for a fantastic execution from start to finish. The b8ta POD is heralded as the best-looking common area environment in an upscale shopping center. As a result, b8ta is witnessing very strong consumer traffic and dwell times.