Very.co.uk have created a clever way of driving traffic to their website by having a digital display of the trends and encouraged shoppers on the high street to interact with it by taking pictures to then shop on the website. This particular image has been placed in Liverpool and the trends shown on the images have been tailored to the shopping habits of people from Liverpool. Very has commented that if that move turns out successful then they will consider other locations within the UK to have more digital displays.
I think this works because since Very is an online only shopping website they rely on advertising to attract customers who won't have heard of the website before because it is highly unlikely somebody will just stumble upon the website in a way they might stumble across a shop in a high street whilst browsing. Very currently have TV advertisements featuring Holly Willoughby and Fearne Cotton which has made the brand popular due to the celebrity endorsement. It's clever how Very are trying to convert people already shopping on the high street to go and shop online. http://www.retail-week.com/
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