Will consumers buy a new vision for Abercrombie & Fitch?
The debut of a new store prototype as a way of signaling a significant change in direction seems oddly outdated. Abercrombie & Fitch surely needs to reinvent itself, but today, it's not just about the physical store and it surely isn't about leaning on past brand success. In the information released leading up to the store opening, I'm not seeing anything that addresses benefits to their target customers, or for that matter a fresh look at who those customers are. The store d
Localization & Personalization, National Retail Federation 2017
The benefit of all this technology and the services that go along with it, is to make our retail operations work better for staff and customers. We can see how stores won’t be so cookie cutter and defined simply by their transactional data. We may even be seeing the advent of customers’ personal preferences defining how retailers and brands localize their stores, merchandise assortment and associated services. IBM used the notion of bringing web-like digital merchandising t
Experiencing the Customer Journey Experience, National Retail Federation 2017
#NRF17: Focus on People, Cognitive Retail, Bundled Tech, Localization & Personalization
AmazonGo: This Changes (Almost) Everything
AmazonGo is nothing less than a game changer. Not because of the reduction of friction at the checkout. That is awesome and one of the reasons consumers will try it, sign in to the app (see Uber) and come back. It’s sort of a red herring. The game changing and far reaching implications are in this statement: “computer vision, deep learning algorithms and sensor fusion.” This is not one functional technology, it is a combination working in concert to get Amazon what they want:
DynamicVM: Pairing the Right Message with the Right Media
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
DynamicVM: How an Idea Becomes an Experience
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
DynamicVM: A New Paradise
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
Can Brands Do Without Department Stores?
This is what I love about retail. It is in a constant state of flux. In good times, it’s about outpacing the competition; in bad times, it’s about protecting your flanks. Are we in good or bad times? I have no idea. What I do know is consumers still want what they have always wanted: to feel good about their purchases. And that’s what makes this interesting. Does Coach need department stores? Maybe not as much as they used to. Do department stores need Coach? Nope. They might
DynamicVM: Apple, Union Square
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
DynamicVM: What Works, What Doesn’t and Why
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
DynamicVM: Converse
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
DynamicVM: Microsoft
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
DynamicVM: American Eagle Outfitters, Times Square New York
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
DynamicVM: Connect @ Macy's
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
DynamicVM: Nordstrom
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