Exploring the Reality of a Digitally Enabled Store

Videos, Screen and Store Design
Among more digitally adept retailers, video and screen displays were much more integrated into store designs this year. Retailers are methodically using in-store presentations by placing a large screen adjacent to an endcap or important product area to draw attention (our researchers called this the "lighthouse effect"). These displays serve as beacons to attract customers, but they can also highlight product quality and innovation. Nautica's video zooms in specifically on buttons, stitching and sleeves to emphasize quality craftsmanship. Sometimes, the ceiling can be the key to enhance the intensity of the experience, as found in Victoria's Secret with digital displays.