STORES Convention Daily - 2018 Big Show Day 2 - 17

2018 MONDAY

Music
Continued from page 16

is "coming off in the right way, in the best
way possible."
"Sound plays a huge role in that," he
says. "Sound impacts people instinctively,
viscerally, emotionally, at a subconscious
level. So when brands are using sounds in
an environment that are not strategic - we
call that 'sonic trash' - when they're using music that doesn't fit the desired brand
experience, these are things that cause the
experience to break down. They cause
people to instinctively - and eventually,
consciously - not want to be a part of it."

Conversely, when sound is "thoughtthrough and designed to fit the desired
brand experience, it has the ability to convey what you want people to know about
an experience," he says.
"It has the ability to set the right emotional tone. It has the ability to increase linger times, to inspire sales of a certain type
of product. Sound has some neurological
benefits and impact that can lead directly
to whether sales are going up or down."
Emotion, after all, is a driver of loyalty
- and sound is a driver of emotion.
Dan Venne, Man Made Music's group
creative director and lead producer, says the
focus on strategy sets the company apart.
Clients take part in "sonic mood board"

sessions with clips of popular music, underscoring from films or tunes from Man
Made Music's library, all with the goal of
creating references and language as a starting point for the writers.
The company employs numerous live
musicians; rather than one person in one
room with a computer, "it ends up being a
deeply collaborative process," Venne says.
Sound is one of the core identity pillars
of a brand, Perlmutter says.
"People are readily investing in having a
well-defined and recognizable and guidelined visual identity," he says. "They're
not just pulling a brand logo off a stock
shelf or letting retail employees change
it if they don't like the way it looks in the

Retail

by fostering a culture of continuous learning, help employees develop the skills

dapt to a quickly-changing retail environment, and improve the customer

ence by empowering employees to meet changing customer expectations.

s say that social networks
inspiration for purchases3

Visit us at booth #1136

Well-established retailers are 11% less likely to believe
they have the right people in their organization to
address evolving customer and talent demands5

tablished retailers strongly

Well-established retailers are 24% less likely to invest

ncourage employees

in employee learning than Internet-age retailers6

h new technologies4

44%

Million

people work in retail in the US10

147%
Retailers that cross-train their sales

that have
mployee
t retain
f their
rs 14

management/

consumers typically
know more about a
product than a store
associate9

Companies with highly
engaged employees
outperform their
competitors' earnings
by 147%15

leaders regularly generate 10-15%
higher revenue and as much as 20%
higher engagement scores16

Companies with a strong learning
culture have 30%-50% higher
engagement and retention17

13. https://www.forbes.com/sites/christinecomaford/2017/07/08/the-surprising-link-between-customer-experience-and-employee-engagement/#157383aeb512
14. https://www.slideshare.net/demandmetric/employee-engagement-benchmark-report?ref=https://www.demandmetric.com/content/employee-engagement-benchmark-report
15. http://news.gallup.com/businessjournal/163130/employee-engagement-drives-growth.aspx
16. https://dupress.deloitte.com/dup-us-en/deloitte-review/issue-16/employee-engagement-strategies.html
17. https://dupress.deloitte.com/dup-us-en/deloitte-review/issue-16/employee-engagement-strategies.html

The Charlotte Russe app offers
shoppers numerous categories of music:
"GNO"(Girls' Night Out), "Wanderlust"
and "Pool Party."

window. We feel that sound has the same
or more impact on the customer experience,
in conveying what the brand stands for.
It's an imperative to not let sound happen
haphazardly."

Changing the dynamic
At Charlotte Russe, incorporation of
music into mobile shopping has been as
much about seeing as hearing. The retailer
re-launched its app in July 2016 with shoppable Instagram, flash sales and real-time
inventory; with the addition of music last
spring, the average time spent there has
significantly increased.
"Before this partnership, we did not
have hard data on the types of music our
customer was into," Solanki says. "The
only data we had on the music we played
in-store was based on associate feedback,
and it was anecdotal. We were excited to
partner with Feed.fm to help us explore
new music and offer up songs that wouldn't
normally be on the rotation. From there, we
were able to learn from the data to see what
she liked and didn't like."
Besides, she says, having music in the
app softens the experience.
"When I go to other apps, it feels very
transactional," she says. "It just feels like
a mobile web shopping experience. For
Charlotte, we're focused on changing that
dynamic a little bit. Sure, there's the commerce piece of it that's important, but how
do we continue to look for things that will
infuse more of that brand engagement and
loyalty with our customer?"
Feed.fm, with services that include
music licensing in addition to mobile web
and in-app technology, has found that three
key factors tell the story: engagement, retention and revenues.
Engagement is measured in a couple of
ways, says Jeff Yasuda, Feed.fm CEO -

es de Tecnologia para Educação Ltda. All D2L marks are trademarks of D2L Corporation. Please visit D2L.com/trademarks for a list of D2L marks.

See "Music" on page 18
30/11/17 3:47 PM

http://www.Feed.fm http://www.Feed.fm https://www.forbes.com/sites/christinecomaford/2017/07/08/the-surprising-link-between-customer-experience-and-employee-engagement/#157383aeb512 https://www.slideshare.net/demandmetric/employee-engagement-benchmark-report?ref=https://www.demandmetric.com/content/employee-engagement-benchmark-report http://news.gallup.com/businessjournal/163130/employee-engagement-drives-growth.aspx https://dupress.deloitte.com/dup-us-en/deloitte-review/issue-16/employee-engagement-strategies.html https://dupress.deloitte.com/dup-us-en/deloitte-review/issue-16/employee-engagement-strategies.html http://www.Feed.fm http://www.D2L.com/trademarks

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