Scheels in $11 million digital signage rollout; to open new store in 2026
Scheels has created immersive in-store digital environments with LED display walls.
The employee-owned sporting goods retailer, known for its mega-sized stores filled with all sorts of fun attractions, has completed an $11 million digital signage initiative with experiential media company Mood Media. (Scheels currently operates 34 stores and plans to open a new location in Cedar Park, Texas in 2026.)
The digital signage project, which began in October 2023, involved the installation of approximately 460 LED screens throughout five strategic zones in each store, including men's and women's shoe sections, store corners, structural columns and above the grand staircases. Scheels can synchronize the display network for store-wide takeover campaigns by brand partners such as Nike, Adidas and Lego; or segment promotional content for localized zone delivery.
The initiative consolidates 32 individual store systems into a single unified application through Mood Media's Harmony platform, which provides centralized management of audio and visual experiences.
"With consumers expecting digital engagement and authentic experiences, we're evolving how we connect with our customers," said Jason Loney, VP of store development at Scheels. "These dynamic LED installations represent the next chapter in our stores' evolution, allowing us to create targeted, responsive content that speaks directly to our local communities while maintaining consistency across our brand."
The Harmony platform features enhanced dashboard monitoring, usage analytics and streamlined processes for advertising revenue management. The installation also leverages high-resolution LED walls specifically engineered for high-traffic retail environments, with commercial-grade panels offering 160-degree viewing angles.
Scheels also enrolled in a managed services program that includes preventative maintenance, proactive monitoring and adherence to service-level agreement requirements.
"Meeting consumers’ expectations today truly requires a holistic approach to digital experience management," said Evan LaVere, senior VP, advanced solutions group, global channel at Mood Media. "We worked extensively with Scheels to understand their vision for functionality and ensure it aligned with their best-in-class operations. This deep collaboration resulted in a solution that is both visually inspiring and performance-driven."
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Based in Fargo, N.D., Scheels operates 34 stores in 16 states including North Dakota, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska, Nevada, Illinois, Utah, Idaho, Arizona, Oklahoma, Kansas, Colorado and Texas.
