VMSD - December 2017 - 16

NEXT STORE
By Brian Dyches, Contributing Writer

MAY I TAKE
YOUR ORDER?

T

he perva sive marriage of dining
and retail isn't the only strategy food purveyors
are presenting to delight our senses. There's
another trend not to be missed as digital marketing and in-store environments make more use of digital:
The quick-serve restaurant and casual dining spaces
have been centers of innovation as of late.
MARKET THE EXPERIENCE
We all know about the challenges Chipotle (Denver)
has experienced nationwide. Despite that, it has created an online, immersive musical and visual journey
into the 51 ingredients that drive its brand position.
Chipotle reportedly uses no artificial colors, flavors
or other additives in its food. To celebrate this commitment, the brand collaborated with multi-platinum
hip-hop legend RZA (of Wu-Tang Clan fame) to create

16

DECEMBER 2017

|

VMSD.COM

SAVOR.WAVS, a digital experience that reinterprets
menu items as music and responsive visuals. Each
ingredient inspired RZA to compose sounds that,
paired with visuals, allow guests to create a unique
audiovisual experience tied to their order. The music,
available on savorwavs.com, Spotify and SoundCloud,
is a powerful way to bring co-created content into
store environments. Music sets a mood and tone that
spills over into the in-store experience and deepens
the memory, a feat that neuroscience-savvy marketing
experts aspire to achieve.
This example illustrates how our designs and experiences extend to the customer's "mobile self," through
their smartphone, desktop, car and workplace. It may
be that the brand communication we envision occuring
in-store actually begins elsewhere in this age of digital
integration.

S HUTTE R STO CK .C OM

Smart retailers are using interactive digital screens, co-creation
and mobile integration to enhance the customer experience.


http://www.savorwavs.com http://www.SHUTTERSTOCK.COM http://www.VMSD.COM

Table of Contents for the Digital Edition of VMSD - December 2017

Vmsd - December 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Top Stories of 2017
Brooklyn Bound
Reality Begins at Home
Special Report: Retail Design & Construction
Showroom
Ad Index
Checking Out
VMSD - December 2017 - Intro
VMSD - December 2017 - BB1
VMSD - December 2017 - BB2
VMSD - December 2017 - Vmsd - December 2017
VMSD - December 2017 - Cover2
VMSD - December 2017 - 1
VMSD - December 2017 - Contents
VMSD - December 2017 - 3
VMSD - December 2017 - From the Editor
VMSD - December 2017 - 5
VMSD - December 2017 - Vmsd Editorial Advisory Board
VMSD - December 2017 - 7
VMSD - December 2017 - The Goods
VMSD - December 2017 - 9
VMSD - December 2017 - 10
VMSD - December 2017 - 11
VMSD - December 2017 - 12
VMSD - December 2017 - 13
VMSD - December 2017 - 14
VMSD - December 2017 - 15
VMSD - December 2017 - Next Store
VMSD - December 2017 - 17
VMSD - December 2017 - Top Stories of 2017
VMSD - December 2017 - 19
VMSD - December 2017 - 20
VMSD - December 2017 - 21
VMSD - December 2017 - 22
VMSD - December 2017 - 23
VMSD - December 2017 - 24
VMSD - December 2017 - 25
VMSD - December 2017 - Brooklyn Bound
VMSD - December 2017 - 27
VMSD - December 2017 - 28
VMSD - December 2017 - 29
VMSD - December 2017 - 30
VMSD - December 2017 - Reality Begins at Home
VMSD - December 2017 - 32
VMSD - December 2017 - Special Report: Retail Design & Construction
VMSD - December 2017 - 34
VMSD - December 2017 - 35
VMSD - December 2017 - 36
VMSD - December 2017 - 37
VMSD - December 2017 - 38
VMSD - December 2017 - 39
VMSD - December 2017 - 40
VMSD - December 2017 - 41
VMSD - December 2017 - 42
VMSD - December 2017 - Showroom
VMSD - December 2017 - 44
VMSD - December 2017 - 45
VMSD - December 2017 - 46
VMSD - December 2017 - 47
VMSD - December 2017 - 48
VMSD - December 2017 - 49
VMSD - December 2017 - 50
VMSD - December 2017 - 51
VMSD - December 2017 - 52
VMSD - December 2017 - 53
VMSD - December 2017 - Ad Index
VMSD - December 2017 - 55
VMSD - December 2017 - Checking Out
VMSD - December 2017 - Cover3
VMSD - December 2017 - Cover4
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