Content strategy and development are key for immersive retail. Marshall McLuhan, the academic who pioneered the study of media culture, famously concluded that "the medium is the message." He defined this to recognize that the medium by which a message is conveyed influences and, in some cases, supersedes the message’s content. In retail, as we compete for consumers’ attention, how we communicate with our customers is ever-changing. With animated, time-based content – dynamic

The anatomy of a digital merchandising system You might think of dynamic visual merchandising (DynamicVM) as just screens on a wall: something as easy as the new 4K smart TV you would pick up at Best Buy. Well, it should be. But it isn’t. At least, not yet. As market demand for in-store, consumer-facing digital networks grows, simplification is happening, but not quickly enough to keep up with consumers’ changing behavior. In the meantime, it is worth understanding how a mess

Types of In-Store, Consumer-Facing Networks One hundred and thirty-three years ago, Emile Zola used the new retail format – the department store – as the anchor of his novel "The Ladies' Paradise." In the novel, Zola captures the wonder that new plate-glass technology afforded: views into the store and beautiful, exotic displays. As department stores ushered in the age of consumers and emotional enticements, merchants started to understand the power of great presentations. To

Apple, Union Square, San Francisco Couresy of Apple, Cupertino, CA What Works: That screen! It acts as a beacon to draw in tourists and locals. It is beautifully designed into this impressive flagship store’s interior, creating major curb appeal through its glass façade. What Doesn’t: While I’m sure whatever appears on the screen is beautiful … Oh, what am I saying? There’s nothing wrong with this. Why: It’s hard to argue with the super-high resolution of a massive 6K video w

Do you remember the first time you went to Times Square or saw a Barneys Christmas window? Think about the annual spring Macy's Flower Show or the local Whole Foods produce department. Do you remember the first time you stopped and drank it all in? The magic of visual merchandising makes you pause and take notice. As I consider what works and what doesn’t when retailers and brands blend emerging technology with traditional visual merchandising – aka Dynamic VM – I think it’s

Converse Lovejoy Wharf, Boston What Works: Almost everything. This is one of the best examples of dynamic VM I’ve found. Eighteen squares – 15 static and three in motion; a perfect blend of traditional and digital. I love how the video clips evoke the tone and attitude of Converse’s All Star and Chuck Taylor brands and the static squares put the T-shirts available below on display. What Doesn’t: There’s no real visual hierarchy; it’s easy to focus on the video and not the T-s

Microsoft Flagship Store, Fifth Avenue, New York What Works: Volume, volume, volume! As the primary visual merchandising tool, the large arrays draw people in and effectively change the environment from moment to moment. What Doesn’t: There is little to no blending or dialog between the one-way, advertising-level messaging on the screens and the products for sale. For example, the Surface products are featured on the screens, but they are not displayed close to the screens. T

American Eagle Outfitters, Times Square, New York What Works: Form, presence, motion. In a sea of bright lights, the sculptural form of this digital “billboard” stands out. The content is tailored to cascade down from the smaller screens to the larger screen closest to the street. Its user-generated content is an excellent way to bring customers into the fold, from wherever they connect with the brand, and elicits a sense of community. What Doesn’t: The lack of immediacy. In

Macy's click and collect, Easton Town Center, Columbus, Ohio What Works: Screens doing what they do best: capturing the attention of customers and facilitating sales. Macy’s created this digital beacon for their new click and collect (C&C) service. What Doesn’t: The video loop on the messaging screen is repetitive. If a customer has to wait for an associate to retrieve a purchase or gather more information, the screen can soon become boring. I observed customers quickly retur

Nordstrom Beauty Concierge, Seattle Nordstrom interactive concierge / Courtesy JohnRyan, Inc What Works: An engaging experience in an open-sell environment. While this interactive display is not embedded in a traditional display, it is in dialog with Nordstrom’s open-stock visual merchandising approach. What Doesn’t: While it is informative and interactive, it is not directly connected to a transaction. Why: An elegant, web-like experience. The screen acts as a gateway to the

Verizon Device Wall, Mall of America, Bloomington, Minn. Verizon Wireless Destination Store, Mall of America, Bloomington, Minn. What Works: The interactive device wall shows in-stock products. Devices can be compared and contrasted, tested and felt, while features and benefits are brought to life on the large array. What Doesn’t: Maintenance and content management. The complexity of hardware configuration makes this difficult to maintain. While not easy to deploy across a la

Rebecca Minkoff, SoHo, New York Courtesy of Rebecca Minkoff, New York What Works: Rebecca Minkoff has built her brand squarely with the customer at the center. The store leverages customers’ digital lifestyles to inform a high-touch in-store experience. The mobile app makes it easy to let the store know when you’ll be there and what you’d like to try on. The staff sets up a connected fitting room with your choices. What Doesn’t: The large mirror in the main showroom can be a

We are in the early days of a tectonic shift in retail. Consumers are harder than ever to understand. The role of the store is in flux, and old reliable metrics aren't telling us the whole story. What hasn’t changed and what I believe will not change – is that moment when we capture the customer's attention, and they like what they see. But how do we do that? How do we compete with the visual cacophony and create something that customers like? I believe blending proven, tradi