A method of displaying and merchandising a product that that provides customer interaction and product synchronization is disclosed. The method provides a product display that may include an upright display member having an illuminating member and lighting niches through which dynamic light shows may be projected. A product may be positioned in a lighting niche. A product experience shelf may also be coupled to the upright display member. The product experience shelf may include translucent recesses for holding and illuminating products and or samples of products. The product experience shelf may also incorporate an illuminated ring or border lining the outer edge of each recess for additional lighting effects. The method also provides an interactive customer interface that allows customers to adjust a control module which coordinates synchronized dynamic light shows throughout the display. The customer interface may also be illuminated and positioned on the product experience shelf. Furthermore, the method provides synchronization of dynamic light shows with the products on display.