VMSD - October 2016 - 16

NeXt store cased a curated tech experience that demonstrated interaction in mobility and digital elements, such as signage and self-checkout. The experience began with a brief video that showcased the importance of well-designed content with crafted messaging. Upon entry, the visual communications, coupled with visual merchandised elements, immediately shifted the attendee from "trade floor mode" to that of a customer. "Selling and experiencing digital from the customer's perspective was paramount to this year's concept," said Alves Lima. OmniEra visitors then experienced demonstrations from leading omnichannel firms to see how their solutions were experienced by consumers, including how the environment's aesthetic design works in unison with the technology. During this curated experience, attendees were encouraged to imagine the journey from two additional perspectives. First, as a salesperson, to see how these digital tools move customers toward a sale. Second, to imagine how management sees these tools as part of a reporting platform to drive the metrics that inform merchandising and layout schemes. As the journey unfolded, we moved into the mock store's home department, where it struck me that the lighting and environmental graphics were as much at play as the digital elements, which was critical to maintaining a balance. It made me see OmniEra as more than just a futuristic prototype, but as an important tool to remind us that store environment design is alive and well, even in this digital age. Alves Lima and I discussed Brazilian brands and the balance between technology and design, and how his firm was evolving in its local market. If you can't "offer new insights, you become a commodity player. " 16 october 2016 | vmsd.com FAL, like other firms, is being challenged by its clientele to have a point-of-view on digital. Going to shows like the NRF's Big Show or Retail's Digital Summit, as well as Latam, has become an essential part of the practice. "Seeing the technology players and understanding the utilization of this technology is as important as understanding LED resources and trends," Alves Lima said. Championing projects like OmniEra is what pushes a firm to learn and understand before telling its clients, "we get digital." If you want to be in the business of creating store prototypes, you have to be a leader and venture into technology "zones" where the learning curve is steep. If you can't offer new insights, you become a commodity player. Another trend I've seen is the shift in companies' staffs and hiring needs. Digital is creating a renaissance of sorts in the environmental graphics department, for instance. (Many firms tell me that graphic design is a growth sector, due to the pairing of classic design with user experience, or UX, and the specialization required.) Content strategy and design are key parts of the offers design firms are selling to their clientele. Some are partnering with specialty firms, while others are building internal teams capable of delivering the visual points of the digital experience. In short, without great content, there is no experience. As we near the end of the year and look forward to the growing possibilities of 2017, there probably isn't a more important time to reflect on how you're solidifying your strategy to deliver retail design and digital experiences that honor your firm's positioning and voice.  Brian is the director of digital strategy & experience design for Atmospheric Design Group, a strategy and design studio headquartered in New York. Follow him on Twitter @briandyches. http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - October 2016