Close
 

In store music matters

  • In Association with OneMusic
  • December 11, 2017
In store music matters

Music. It’s always there, but it’s not often we stop to think about the effect it has on our environment. Mark Cowie, New Zealand operations manager for Recycle Boutique talks about how they use music targeted to their demographic to add to the in-store experience.

“When staff get into the store in the morning the first thing they do is turn on the music. Playing positive music when you’re preparing the store for the day puts everyone in a good mood, which is important for a retail space - retail is all about mood.

There is definitely a sweet spot when it comes to choosing the right type of music for what you’re selling. For us selling recycled designer clothing, we are known for our creative, fun and fast paced environments. We like to match music with that to give customers the right feeling for the brand.

As well as genre, getting the volume right is also important. We have a wide range of customers from diverse backgrounds and ages, so we make sure we don’t play music too loud. It’s a balancing act, playing music that is loud enough to create an energy in-store, but not too loud for it to be intrusive.

Alongside touch and the obvious visual elements, music is one of the key ingredients to creating the perfect environment for a bricks-and-mortar store. People come in to our stores to interact with the clothing, the staff and the environment that we create, and music is a big part of that. Without music, it would be quite a stale environment.

Our managers have a lot of say in what we play in the stores. They know our customers and the environment best, so we ask them to choose the music within certain guidelines. Every city has a different feel - for our Wellington store, you wouldn’t play the same music as you would in our Auckland or Christchurch stores, because the customers vary in each location. Events can also play a part on what music is playing, say in New Zealand music month we may play more New Zealand music. 

The music we allow the staff to play has a lot of range across all genres. Obviously, we don’t want anything too explicit, but we’re quite happy for them to make playlists suited to their city and market. We do listen to them as well to make sure they’re okay and brand aligned. The staff do a great job at getting the volume and playlists just right – they really nail it.

I think creating a music strategy is really about figuring out what your business model is and what works for you. For us we are a little different and organic, that’s the way our business works, so we can have a little more fun and be creative with our music, which our client base enjoys. I think the biggest thing is figuring out your customers, what they enjoy and really getting the music right to add another dimension to what you offer.”

___________

The Recycle Boutique holds a OneMusic licence for their stores, which grants them the legal permission they need to use music. Having permission to play music in a business environment is required by law under the NZ Copyright Act (1994), and is a non-negotiable start to making the most of music in-store.

Non-profit organisation OneMusic offer simple annual music licences that grant businesses permission to use virtually all commercially released music. A OneMusic licence gives you peace of mind that your business is on the right side of the law, and ensures that music creators are fairly compensated for the use of their music. 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more
 
 

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more
 
 

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?

 
 

A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more
 

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}