Luxury British menswear brand updates its instore sound with bespoke audio service offering tablet integration to create key defining element of its retail experience
Duchamp is using bespoke music consultancy services from specialist provider Music Concierge to ensure the audio experience in its stores accurately reflected the luxury retailer’s brand values.
While some music suppliers provide a very basic level of music selection, with usually generic or mainstream music, the menswear brand, which is celebrating its 24th anniversary in 2013, wanted to use instore audio technology that could be tailored to its discerning customers.
Alison Psarolis, brand director for Duchamp, exclusively told RetailTechnology.co.uk
why it chose to work with Music Concierge. “Duchamp has previously worked with a more generic, off-the-shelf music provider due to budget constraints. However, with a little gentle persuasion, we managed to win round the FD [finance director], as we firmly believe music is one of the key defining elements of a brand,” she said.
Reflecting the brand ethos
The service provider worked with Duchamp to understand how to connect the brand, the retail space and audience with music, designing and delivering playlists for each of its two London stores on Jermyn Street and in Westfield White City, as well as any unique promotions or special events such as a product launch party.
Psarolis continued: “We wanted a bespoke service for our music selection and, from our initial contact through to handover of final product, the service provided has been second to none. They have such an in-depth knowledge of music and, although we worked very closely together to create the brief, I felt absolutely confident they would exceed our expectations in capturing the personality of our quirky, cultured, eccentric connoisseur brand message.”
Enhanced marketing control
Music Concierge’s specialist software matches Duchamp’s instore music to its trading patterns, so the mood and feel changes at different parts of the day, or day of the week such as peak trading times. Each store also uses a Music Concierge tablet to play the music, by connecting to the store's existing audio system.
“One of the main attractions of the proposal was the use of tablet technology and the remote access they use to upload, troubleshoot and control the music – essential to take all responsibility away from store management and staff,” added Psarolis. “There is also the potential to use these tablets to upload our seasonal imagery and visual guidelines, providing a truly 360-degree marketing hub.”
Rob Wood, founder of Music Concierge, added: “Staff can see what tracks are playing on the tablet, but can't interfere with the music so head office has the assurance the music across each store is consistently right for the brand. Using a Wi-Fi or internet connection, Music Concierge manages, timetables, supports and updates the music for each store remotely, which takes the head ache of operating music away from staff freeing them up to focus on their job.”