How Bealls Uses Rich Media to Drive Conversions, Cross-Channel Sales

4. Make it personal and empowering. Use rich media to adapt to the personalities of shoppers and engage them, Sadlowski said. Retailers doing this well include Home Depot, which uses drag-and-drop technology to allow consumers to design rooms, such as a bathroom (pick tile coloring, cabinets, vanity, tub, etc.); and Wal-Mart, which has a section on its site where consumers can design their own ring — have a name engraved, choose a stone, etc. — and the images of the designs are dynamically served to them.