design:retail - June 2014 - (Page 22)
innovation
022
Digital Visual
O
NLINE SHOPPING no longer
is just a trend for retail to contend with-it's now a component of everyday consumer
buying behavior. So, why
wouldn't a retailer want to
take every opportunity to make that experience
just as brand-specific and memorable as a trip to
the physical store?
That's where Digital VM comes in. Short for
Digital Visual Merchandising and generated by an
interdisciplinary team of visual merchandising
and e-commerce professionals from Stuttgart,
Germany-based LIGANOVA GmbH, Digital VM
aims to avoid the typical e-commerce "catalog aesthetic" and transmit the art and storytelling of exquisite product presentation to the online world.
"We tried to find a way to transfer the basic idea
JUNE 2014
DESIGNRETAILONLINE.COM
of emotionalizing customers through window
concepts and in-store designs into e-commerce
for a better online shopping experience," explains
Ruppert Bodmeier, head of digital marketing and
e-commerce for LIGANOVA. In order to activate
customers and generate sales-the same objectives
for any bricks-and-mortar store-Digital VM aims
to make product presentation as appealing as possible for the online customer.
To ensure a holistic and authentic product staging, merchandise is presented with an emotional
undertone, including advice on individual style,
recommended combinations or suggestions for
matching accessories. It might even include the
designer's original sketch or tell a story about a
product's conception or how it is made. Additional
information boxes, photos in different settings, and
audio and video enhancements all help achieve
this goal, in addition to parallax scrolling, which
allows customers to generate a 3-D perspective of a
product in a digital environment.
Storytelling is another major component of the
new platform, telling relevant stories around the
product relating to current trends and topics. A
community hub is part of this activation, including relevant links from blogs, online magazines,
forums or any media coverage of the product.
LIGANOVA launched its first Digital VM website
with footwear startup Munda:rt, and is currently in
discussions with several high-fashion brands. The
idea is to get a jumpstart on what the future will
bring next. "E-commerce will become more emotional," Bodmeier says. "What we are trying to do
is simulate a digital customer consultant on every
product page."
- Alison Embrey Medina
Photos courtesy of LIGANOVA
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - June 2014
design:retail - June 2014
Contents
Editor’s Note
Show Talk
On Trend
Inspirations
We Love This!
We Love This!
Designer Picks
Innovation
Postcard
Have You Heard?
Mingle
The Visual Eye
Searching for Steve Jobs
Araldi1930
The Creative Factor
Meny
adidas
Products
Backstory
design:retail - June 2014
https://www.nxtbook.com/nxtbooks/designretail/20200708
https://www.nxtbook.com/nxtbooks/designretail/20200506
https://www.nxtbook.com/nxtbooks/designretail/20200304
https://www.nxtbook.com/nxtbooks/designretail/20200102
https://www.nxtbook.com/nxtbooks/designretail/20191112
https://www.nxtbook.com/nxtbooks/designretail/20190910
https://www.nxtbook.com/nxtbooks/designretail/201907
https://www.nxtbook.com/nxtbooks/designretail/201906_v2
https://www.nxtbook.com/nxtbooks/designretail/201906
https://www.nxtbook.com/nxtbooks/designretail/201905_v2
https://www.nxtbook.com/nxtbooks/designretail/201905
https://www.nxtbook.com/nxtbooks/designretail/201904
https://www.nxtbook.com/nxtbooks/designretail/2019_v2
https://www.nxtbook.com/nxtbooks/designretail/201903_v2
https://www.nxtbook.com/nxtbooks/designretail/201903
https://www.nxtbook.com/nxtbooks/designretail/20190102_v2
https://www.nxtbook.com/nxtbooks/designretail/20190102
https://www.nxtbook.com/nxtbooks/designretail/20181112_v2
https://www.nxtbook.com/nxtbooks/designretail/20181112
https://www.nxtbook.com/nxtbooks/designretail/201810
https://www.nxtbook.com/nxtbooks/designretail/201809
https://www.nxtbook.com/nxtbooks/designretail/201808
https://www.nxtbook.com/nxtbooks/designretail/201807
https://www.nxtbook.com/nxtbooks/designretail/20180607
https://www.nxtbook.com/nxtbooks/designretail/20180405
https://www.nxtbook.com/nxtbooks/designretail/201803
https://www.nxtbook.com/nxtbooks/designretail/201802
https://www.nxtbook.com/nxtbooks/designretail/201801
https://www.nxtbook.com/nxtbooks/designretail/20171112
https://www.nxtbook.com/nxtbooks/designretail/201710
https://www.nxtbook.com/nxtbooks/designretail/201709
https://www.nxtbook.com/nxtbooks/designretail/201708
https://www.nxtbook.com/nxtbooks/designretail/201707
https://www.nxtbook.com/nxtbooks/designretail/201706
https://www.nxtbook.com/nxtbooks/designretail/201704
https://www.nxtbook.com/nxtbooks/designretail/201703
https://www.nxtbook.com/nxtbooks/designretail/201702
https://www.nxtbook.com/nxtbooks/designretail/201701
https://www.nxtbook.com/nxtbooks/designretail/20161112
https://www.nxtbook.com/nxtbooks/designretail/201610
https://www.nxtbook.com/nxtbooks/designretail/201609
https://www.nxtbook.com/nxtbooks/designretail/201608
https://www.nxtbook.com/nxtbooks/designretail/201607
https://www.nxtbook.com/nxtbooks/designretail/201606
https://www.nxtbook.com/nxtbooks/designretail/20160405
https://www.nxtbook.com/nxtbooks/designretail/201603
https://www.nxtbook.com/nxtbooks/designretail/201602
https://www.nxtbook.com/nxtbooks/designretail/201601
https://www.nxtbook.com/nxtbooks/designretail/20151112
https://www.nxtbook.com/nxtbooks/designretail/201510
https://www.nxtbook.com/nxtbooks/designretail/201509
https://www.nxtbook.com/nxtbooks/designretail/201508
https://www.nxtbook.com/nxtbooks/designretail/201507
https://www.nxtbook.com/nxtbooks/designretail/201506
https://www.nxtbook.com/nxtbooks/designretail/20150405
https://www.nxtbook.com/nxtbooks/designretail/201503
https://www.nxtbook.com/nxtbooks/designretail/201502
https://www.nxtbook.com/nxtbooks/designretail/201501
https://www.nxtbook.com/nxtbooks/designretail/20141112
https://www.nxtbook.com/nxtbooks/designretail/201410
https://www.nxtbook.com/nxtbooks/designretail/201409
https://www.nxtbook.com/nxtbooks/designretail/201408
https://www.nxtbook.com/nxtbooks/designretail/201407
https://www.nxtbook.com/nxtbooks/designretail/201406
https://www.nxtbook.com/nxtbooks/designretail/20140405
https://www.nxtbook.com/nxtbooks/designretail/201403
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com