Welcome to Dynamic Retailing

Dynamic retailing is the bringing together of customer-facing technology and the retail environment to create a physically interactive, engaging, three-dimensional web experience. Dynamic retailing empowers a retailer to deliver the right products at the right price with the right customer message. It includes a variety of systems and processes that involve multiple functions. It is about creating a multi-channel engagement pattern for the customer, but it ultimately goes beyond marketing communication to include merchandising, assortment, logistics, and customer service.

To create dynamic retailing within a store, a retailer must:
• Fully understand their role in the marketplace
• Have digital signage screens and interactive devices that can react to outside variables and conditions
• Make their shopper data accessible and actionable
• Embrace mobile devices in a way that supports the customer
• Bring the power of imagery and creativity—inspiration into the store on a continual basis

To be successful a retailer must:
• Create cross-functional teams to bring merchandising, marketing, and store operations together
• Empower store operators to leverage technology in more powerful, dynamic ways
• Unlock their data using analytics
• Use those analytics to drive content on the customer-facing devices
• Bring together a variety of subject matter experts and firms to realize this vision
• Define one key objective and one key performance indicator for each customer-facing device