Issue Fall 2008

Shoppers Consumed By CROCS

By now, you've probably heard the unlikely story of Crocs - not the rugged-skinned reptiles, but the shoes that have become a global phenomenon.

It all started when three Boulder, CO based founders decided to develop and market an innovative type of footwear. Originally, Crocs shoes were intended as a boating/outdoor shoe because of their slip-resistant, non-marking soles. By 2003, Crocs footwear had become a bona-fide phenomenon, universally accepted as an all purpose shoe for comfort and fashion.

After selling the shoes on stands through a number of different retailers, Crocs took a big step and began opening up company owned retail locations. These stores are designed to engage customers even before they enter. It is not just the brightly colored shoes or the new stylish Crocs clothing line, but is also the engaging visual content that has been designed to make the stores both a reflection of the brand and also an entertaining experience. Working with YCD Multimedia, Crocs took on the task of designing their new US stores with some of the best technology available. Michael Martin, Crocs, Director of Retail Marketing said, “YCD Multimedia played a key role in helping us develop the right digital in-store experience for our stores. Their attention to detail and quality of product made YCD Multimedia the right partner for us.”

YCD Multimedia, the YCD|Player and YCD|Platform are at the core of this in-store video experience, providing Crocs with the infrastructure that makes the content distribution and in-store ambiance a possibility. Currently in many stores throughout the United States, including stores in New York, Chicago, Boston, Bridgeport, Santa Monica, Honolulu, Waikiki and a new store opening this month in Pier Park, Florida. YCD is helping Crocs define the future of the retail in-store experience.

Stop by a Crocs near you, kick back and enjoy the experience… and the comfortable shoes.