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

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

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

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

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