STORES Convention Daily - 2018 Big Show Day 2 - 16

2018 MONDAY

Retailers use Music to
Turn up the Volume on
Customer Engagement

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 happen?
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 from live promoter
AEG and marketing agency Momentum
Worldwide.
Sejal Solanki, director of digital experience for clothing retailer Charlotte
Russe - which added music to its app in
2017 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."

environments with sound" that shoppers
experience as soon as they walk in.
Kevin Perlmutter, chief of innovation
for Man Made Music, says his company
begins its work with clients by ensuring
that the tone and vibe of an environment
See "Music" on page 17

Man Made Music opened its doors in 2015,
renovating space in a century-old building.

The Case for Modern Learning in R
From new online competitors to an employee engagement crisis, many challenges are forcing

engagement b

retailers to rethink their business models and their approach to staff learning and development.

they need to ad

By shifting to a more modern workplace learning experience retailers can improve employee

service experie

Total retail sales in the US hit $4.846

36% of consumers

trillion in 20161

provide their main

Ecommerce sales in the US grew more than

only 1% of well-est

15% in 2016, reaching more than $341 billion 2

agree that they en

to experiment with

68%

Creating sonic identities

N e w Yo r k - b a s e d M a n M a d e
Music opened the doors of a stateof-the-art new studio in 2015. The
space, on an upper-level floor of a
century-old Financial District building
and flooded with natural light, includes
rooms big enough to hold 20 string players
or entire brass sections for recording.
There are numerous rooms for mixing
and editing, as well as smaller areas for
core teams of songwriters and arrangers,
all working together to create sonic
identities across numerous businesses and
disciplines.
Man Made Music works in retail as part
of its overall client portfolio, which spans
technology, fast food, beauty, sports, broadcast media, entertainment and other areas.
AT&T is a longtime client; the company's
ever-evolving sonic identity encompasses its
familiar four-note sonic logo, brand navigation sounds, conferences and live events,
ads and overhead music in the company's
bricks-and-mortar locations. In AT&T's
flagship stores, there are even "immersive

of consumers say it's
absolutely critical or very
important to interact with
a salesperson who
understands their
preferences or needs7

78%

of consumers rate "sales
associates with a deep
knowledge of the product
range" as the most important
factor for the in-store
shopping experience8

35%

60%

The retail industry
suffers from a turnover
rate of 35%11

of Millennials perceive
work in retail as
engaging12

Customer experience
leaders have 60% more
engaged employees. 13

1. https://www.digitalcommerce360.com/2017/02/17/us-e-commerce-sales-grow-156-2016/
2. Ibid.
3. https://www.pwc.com/gx/en/industries/assets/total-retail-2017.pdf
4. https://www2.deloitte.com/content/dam/Deloitte/us/Documents/us-retail-talent-disrupted-pov.pdf
5. Ibid.
6. Ibid.

80%

Organizations t
over 50% em
engagement
over 80% o
custome

7. https://www.salesforce.com/blog/2017/05/14-retail-customer-experience-stats.html
8. https://www.pwc.com/gx/en/industries/assets/total-retail-2017.pdf
9. https://www.salesforce.com/blog/2017/05/14-retail-customer-experience-stats.html
10. http://www.workforcesoftware.com/infographic/keys-to-successful-retail-workforce-m
11. Ibid.
12. Ibid.

The D2L family of companies includes D2L Corporation, D2L Ltd, D2L Australia Pty Ltd, D2L Europe Ltd, D2L Asia Pte Ltd, and D2L Brasil Soluçõe

895932_D2L.indd 1

http://www.Feed.fm https://www.digitalcommerce360.com/2017/02/17/us-e-commerce-sales-grow-156-2016/ https://www.salesforce.com/blog/2017/05/14-retail-customer-experience-stats.html https://www.pwc.com/gx/en/industries/assets/total-retail-2017.pdf https://www.pwc.com/gx/en/industries/assets/total-retail-2017.pdf https://www.salesforce.com/blog/2017/05/14-retail-customer-experience-stats.html https://www2.deloitte.com/content/dam/Deloitte/us/Documents/us-retail-talent-disrupted-pov.pdf http://www.workforcesoftware.com/infographic/keys-to-successful-retail-workforce-management

Table of Contents for the Digital Edition of STORES Convention Daily - 2018 Big Show Day 2