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Gant increases store dwell time with online music platform

Gant is using music to encourage consumers to stay shopping for longer in store. The fashion retailer reported customers now stay in store on average nine minutes longer following the deployment of a new music platform from Soundtrack Your Brand.

Speaking about the results from the initial tests on three Gant stores using the new ‘Soundtrack Business’ platform, Gant’s global retail director, Maria Klingh, said: “We know if consumers stay longer in store, they tend to also spend more.”

She continued: “Music is super important. We’ve done some research with Soundtrack Your Brand into the way music affects consumer behaviour in stores and also our employees.”

Klingh said it is important the Gant in-store experience is the same across its 750 global stores. “That doesn’t mean we’ll play the same song in all our stores at the same time, but the music platform is built around the brand of Gant, and the emotions we want to evoke.”

Gant launched its new music platform as part of a brand campaign back in September 2015, and is now being used in around 70 stores. The remaining stores across the globe will move onto the new platform as current in-store music contracts come to an end.

Klingh said the days of retailers playing a CD in store are long gone. “We needed to have a system and a music platform.”

Soundtrack Your Brand is backed by Spotify and provides businesses with a plug-in-and-play system which curates songs using readymade soundtracks and playlists in the platform, or bespoke soundtracks.

Individual Gant stores sign up to the media player via its internal intranet. Store staff can also control the music via iPads and mobile devices, including the tempo of music, volume and choose different playlists dedicated Gant soundtrack.

Klingh said the online streaming platform also provides real-time information of what song is playing at what time in every store. This means if Gant reports a peak in sales Klingh can look into the songs playing during that time period and replicate this genre of music to encourage increased revenue. “That’s what you get from a digital platform, rather than a CD,” she said.

Source: Essential Retail