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

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