VMSD - February 2018 - 17

within the vendor stands of rolled out digital applications, and the conference sessions offer intelligence
on how brands are planning to spend money to keep
themselves front and center. By the time you're reading this, the annual show has already concluded its
2018 event, so be sure to attend next year or follow
NRF on social media. I was there with the VMSD team,
and we'll have more to report soon.
3. From GlobalShop to InfoComm to IRDC.
GlobalShop offers a venue change this year, returning to the strong retail city of Chicago. The so-called
Magnificent Mile section of North Michigan Avenue
is the perfect backdrop to see how brands from Nordstrom to Apple are stepping up their digital integration game. Consider also checking out SEGD's XLab
this fall in New York. You'll be awed by public digital
installations that will become some of your favorite
references. The International Home & Housewares
Show in March is also worth a visit, as well as InfoComm in June, and the MAGIC show in August. And,
of course, VMSD's 18th annual International Retail
Design Conference (IRDC) this Oct. 2-4 in Seattle will
feature key digital topics and shouldn't be missed. All
of these events are full of opportunity to find your next
customer, gather inspiration or discover the next upand-coming brand or digital resources.
4. Learn about augmented reality (AR) and
gaming.

AR is an effective tool in store and, when presented in
a game-like format, makes an even deeper connection
with your client or customer. A simple online search
generates more than enough information on AR for
retail and hospitality. Look to brands already using AR
in stores and experience it firsthand.
5. Study virtual reality (VR) and design.
VR for design is no longer an "it's coming one day" tool
... it's here now. If your office doesn't have an HTC Vive
or Oculus Rift, you're already behind one of last year's
biggest advances in 3-D design. Look for demos and
subject matter experts to help you build your offer.
6. Artificial intelligence (AI) gets smarter.
AI has the potential to bring about a revolution in our
industry. Designers will have the ability to tap into AI
and ask questions about how other projects using a
similar design and/or customer journey faired. Imagine asking the AI interface in your office to analyze
your lighting schedule by various locations and help

ensure your specs are correct across the rollout. AI
technology will not replace us; it will allow us to spend
more time being creative without rolling the dice on so
many specification aspects.
7. Familiarize yourself with
interactive design and projection.
An interactive display where you engage the customer
is what defines experience. Playing looping content
with no sound or ability to garner information from
the customer is simply leaving money on the floor.
Look for digital projection to continue to come to life
in store and in displays.
8. Sound advice.
I'm still a big fan of directed sound, especially when it's
paired with digital content. The power of a message
that's both visual and auditory resonates in the heads
and hearts of the customer. So, why are we not synching them? A big opportunity for someone reading this
article!

If your office
doesn't have
an HTC Vive
or Oculus
Rift, you're
already
behind one
of last year's
biggest
advances in
3-D design.

9. Content is king.
Let 2018 be the year that your key mantra becomes:
Content is king; context is queen. Without both of these
critical considerations, don't waste your money on digital experiences as they'll be as flat as a can of soda left
open. Customers want real and believable content.
10. Ask yourself often:
Does my brand deliver an experience?

In the world of user experience (UX), a priority is placed
on quality design research. Knowing what the consumer thinks of your journey and digital touchpoints is
paramount to being a "with it" brand. It's amazing how
user-centered research can help us refine and deliver
authentic and meaningful experiences.
We hope these 10 ideas will give you a leg up on
becoming my favorite "next store" by this time next
year. Clearly you have a lot of reading to do - and be
sure to send us photos and news for editorial consideration, as we'd love to feature retail projects that incorporate the elements outlined in this column.
Happy New Year! 

Brian is a partner at the digital agency
REX (Beverly Hills, Calif.) and CorbisGlobal
(Manhattan Beach, Calif.). Follow him on
Twitter @briandyches.

vmsd.com

FEBRUARY 2018

http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - February 2018