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 | | BANG & OLUFSEN INSTALLS LOOK-GOOD MUSIC IN FLANNELS' NEW FLAGSHIP STORE | | | Bang & Olufsen Liverpool | | 22/11/2006 | | | There's feel-good music, and now there's look-good music - and Bang & Olufsen in Liverpool has helped the city's newest high-end clothing store, Flannels, by installing it.
"The right sort of music makes you feel good, and it makes you look good when you're checking yourself out in the mirror as a consequence," said Nigel Sherlock of Bang & Olufsen, Liverpool.
"A music-less store makes you feel uncomfortable - you dare not speak for fear of drawing attention to yourself - while the wrong kind of music will send shoppers to sleep or racing through the store without a purchase. "So when we installed an extremely high quality sound and vision system in Flannels, we also helped advise on the music and images that needed to be played - the music is feel-good, and look-good," he added.
"We've a great deal of research resource available to us via Bang & Olufsen headquarters, and there are certain types of music that make you feel good, and when you feel good you believe you look good too.
"Ibiza chill music, strong classic pop and rock tracks and quality contemporary music albums and DVDs work the magic - but we recommended steering clear of current disposable chart music.
"We knew we'd got it right when we saw the first customers doing those little foot taps and occasional mouthing of lyrics."
It has long been known that music has an effect on our behaviour and moods, but more and more retailers are using audio and visual systems to create in-store ambience for customers and provide shoppers with an overall positive customer experience.
Flannels' new flagship store in Liverpool's trendy Met Quarter has installed two Bang & Olufsen BeoVision 32" TVs and a BeoSound 9000 CD player.
With 18,000 square feet of floor space over three floors, containing the latest in designer clothing ranges - Flannels is able to create different atmospheres in different parts of the store, to suit different types of customer and generate shopper commitment.
"The music certainly has an effect on the way people shop, especially on the casual wear department where the music is different from the rest of the store," said Jon Easby, Regional Manager, Flannels Group.
"The TVs' which are currently showing cat walk shows for summer season 2006, also add to the atmosphere of our customers' shopping experience - and provide entertainment whilst paying at the cash points.
"We chose Bang & Olufsen because it compliments our store tremendously - it's aimed at a similar target market with similar values," he said.
Dr Christine Bundy, a psychologist at the University of Manchester, said: "We know that music can have an effect on mood and produce changes in heart rate, blood pressure, skin conductance and temperature - as well as in respiration, and some stores use this to slow down or speed up shoppers physical activity depending upon the time of day.
"Other studies have also found that music can induce a general relaxation response although differences between modern, classical and avant-garde are minimal, it seems it's the listening to non-verbal sound that is important, not necessarily the style of the music." | |
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