In our first post on the sound of the brand at retail, citizensound mentioned the lack of investment that seems to go into sound within the retail space.

This comes in part from a marketing focus on the visual when it comes to financial commitment. The sense of sight dominates marketing decisions – the logo; the packaging design; the Retail window display; the Point of Sale materials; the storyboard for the next ad – all highly visual. This makes sense given the power of the visual to connect with our subconscious. However, the human being is a sensory beast, not purely a visual one. The sense of smell, of taste and of touch have immense power on human behaviour, yet are still highly under-utilised in marketing – likewise with the sense of sound. Many retailers know that music has a role to play in the in-store environment, but it seems to have been relegated to a line on a spreadsheet that gets ticked or a figure that is cut every year.

In many of the stores citizensound visited, the little thought put into the sonic experience suggests that the sourcing of music has been given to companies who provide the cheapest service of homogenised nonsense, rather than carefully chosen music that resonates with the brand and the consumers. For some companies, I can imagine that music sourcing has been left purely in the hands of those looking to reduce costs rather than build brand. However, it is also probable that music is just not seen as a priority, so marketing budgets are channelled to the Visual, while the other Senses get neglected.

Gap has used music imagery in their communication successfully before and have created innovative music links such as Madonna/Missy Elliott. So to find poor sound quality and bland music in their stores was hugely disappointing sonically.

On the other hand, HSBC have invested in their own radio station. As you wait for an appointment with a business account person, you can kick back and listen to HSBC’s in-house radio station. Playing a balance of music that works for the company, HSBC have DJs playing a safe playlist with dedications to local store staff, and promotions of new products for customers. All the staff said they enjoyed it, whilst customers were shaking their ankles. This made more sense than Gap.

Who would have thought HSBC could teach Gap about music and customers?

citizensound says:

If you are listening GAP, please please sort out your stores – you and your customers deserve better…