Wed, 15 Jun 2016 15:07:50 GMT
In recent weeks M&S announced its move to scrap music across its retail stores nationwide - according to M&S spokespeople, this commercial decision was based on "extensive research and feedback from their customers and colleagues”.
Of course, many of us will empathise. I have walked out of many a store myself, garment in hand standing at the till, because the music was literally driving me out of the shop. We can all understand that endless piping of repetitive, bland and mindless background music would sap staff morale and infuriate customers, but I cannot help thinking that M&S are missing the mark by removing music altogether.
So what do you do when something isn’t working for you? Do you just take the easy route and simply walk away from the idea? Installing speakers that enhance the environment is an expensive operation. Do you ask if it is the act of playing music that is the issue or the actual music itself?
Designing optimised playlists is an in-depth process of art and science, involving not only creative music expertise, but also research and data analysis, creation of store sound style-guides, bespoke playlists, ongoing checks and balances etc. But those retailers who do get it right find that they can literally increase dwell time in the store by an impressive 17%. After that it’s up to the retailer to actually sell the product! Music, like any other component, can only do so much!view more - Trends and Insight
Genres: Music & Sound Design
Categories: Retail and Restaurants , Retail Storessoundlounge, Wed, 15 Jun 2016 15:07:50 GMT