Nordstrom Silverscreen

This is the item that got me thinking: what exactly is a retailer these days?

In one sense, retailers have been publishers for centuries. The Sears catalog became popular reading in the late 19th century, as rural home shoppers fantasized about the spectacular products that could one day be theirs. The works of today all derive from earlier forays into clever merchandising and marketing.

In the 21st century, society is moving ever faster toward full media convergence, and that is creating all manner of synergies that would have been far more radical a generation ago. Example: Nordstrom Silverscreen, a downloadable application that promises, "See great '80s videos, remixed." This promise of reworked Go-Go's and Culture Club videos--no purchase required--is coupled with the Mixing Room, where "paper doll" avatars can be outfitted with clothing and accessories sold on nordstrom.com.

It's interesting to note the positioning Nordstrom is using in its promo. "It's totally free," says the site, "and you're not obligated to purchase the outfit you build. Just a little thank you for being a Nordstrom customer." The tone is almost apologetic, as though the people behind Silverscreen want to make sure their program is downloaded and enjoyed by all, no purchase necessary. But that's not the point: the point is to increase brand penetration for nordstrom.com and ultimately boost sales.

Nordstrom Silverscreen is but one example of retail media--a service that simultaneously acts as both halves of the equation. It's a nice effort on Nordstrom's part, and a great place to start our contemplation.