Mood Media: Building a unique customer experience

Linda Ralph, VP of International Business Development at Mood Media

Paul Hillyer, Head of Creative at Mood Media

Why do we still need the high street?

In spite of the convenience of online the ability to touch, feel and try products is still vital to customers. According to a 2017 research conducted by Mood Media and Retail Week 83% of them choose to shop in-store over online for this reason.

What does the customer of today want?

Customers are craving sensorial experiences that will make them feel engaged as valued and unique customers. Shopping has become less about a place to merchandise and more about inspiration, an experience which is as personalised and as smooth as the online one but far richer from a sensory standpoint.

What is the in-store experience?

Today, customers see shopping in brick-and-mortar as an extension of their leisure time. It’s therefore important that retailers utilise elements of the in-store shopping experience that cannot be created online. These include creating an enjoyable and welcoming atmosphere and keeping the human touch alive with staff for customers to interact with.

How does Mood choose the right music?

Music in a store needs to be a manifestation of the brand. We start from the brand and we work our way toward the musical experience. As we begin the process, we identify the brand DNA, and demographics make up a solid core of what establishes that DNA. We look at actual demos of people coming in, and then aspirational targets of people the brand is trying to attract. The process becomes a real deep dive of the brand – inclusive of many store visits as well. We design a music experience beholden to one thing only – creating an engaging and holistic experience.

What is the future of brick and mortar stores?

It’s impossible to answer this with complete certainty, the expectation is that even if brands will decrease their volume of stores they will increase the level of impact each one will have on their customers. Retailers will become "invisibly digitalised" – using technologies that blend into the background to enhance the customer experience, rather than being introduced simply as a status symbol.

To find out more, download our “State of Brick & Mortar 2017” report here.


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