STORES Magazine - September 2017 - 28
PLAYING THEIR TUNE
Retailers use music to turn up the volume on customer engagement
by FIONA SOLTES
icture yourself in your favorite store. As you peruse the racks and shelves, your head is moving with the
music; you're feeling connected. Understood. Represented. Perhaps even inspired.
To what degree has the music helped that
Retailers have long known that store music
affects shopper behavior - tempo, volume and
genre play a part in creating a mood and even
closing a sale. As generations, behaviors and
expectations change, however, there's an increasing
consideration of music as content - a proactive
part of branding - rather than just an attempt to
play what the target demographic wants to hear.
The timing is right; recent studies have shown
that the trendsetting Millennial generation tends to
listen to more music than other age groups. They
also are less likely to see music used in commercial
ventures as "selling out"; 93 percent of Millennial
survey respondents said they like brands that
sponsor live music events, according to one study
STORES September 2017
from live promoter AEG and marketing agency
Sejal Solanki, director of digital experience for
clothing retailer Charlotte Russe - which added
music to its app this year with the help of Feed.fm
- says it's all about relevance.
"It is important to be relevant to your customer
and create an engaging experience for them," she
says. "We love working with innovative companies
to bring new experiences to our customers, but
understand that it has to connect with them."
CREATING SONIC IDENTITIES
New York-based Man Made Music opened
the doors of a state-of-the-art new studio in 2015.
The space, on an upper-level floor of a
century-old Financial District building and