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Gant keeps customers in-store for longer with music platform

Fashion retailer Gant is using music to encourage consumers to stay in-store for longer. The retailer says 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 initial tests in three Gant stores using the new 'Soundtrack Business' platform, Gant's global retail director, Maria Klingh, says: "We know if consumers stay longer in store, they tend to also spend more… 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 says it is important the Gant in-store experience is consistent 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 the new music platform as part of a brand campaign in September 2015, and is now being used in around 70 stores. Remaining stores across the globe will move onto the new platform as current in-store music contracts come to an end.

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 choosing the tempo of music, volume and different playlists. 

Klingh says the online streaming platform also provides real-time information of what song is playing at what time in every store. This allows the retailer to see what songs were playing during peaks in sales. "That's what you get from a digital platform, rather than a CD," says Klingh.

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