Creating the Shopper Journey this Holiday Season

By Tom Ertler for VMSD

Creating the Shopper Journey this Holiday Season


Optimistic economic forecasts guarantee nothing

Retailers still must attract demanding shoppers with compelling stories and experiences that outshine their competitors. Ertler opens with a vivid scene from “A Christmas Story”: children gaping in awe at the Higbee’s Christmas window display. Then he describes how retailers can be as ambitious today with their storytelling in their exterior displays as well as throughout their stores.



Tom Ertler
SVP, Creative Director
Tom Ertler is a retail designer and creative director focused on brand development, graphic communication, environments design and implementation (A&E). His career spans over 30 years and is distinguished by industry awards and, more importantly, industry results for some of the best-known brands in the world as well as emerging brands.