Has Marks & Spencer made the wrong decision about instore radio?


For the record: M&S is not our client and we don’t know who is (or was) their music service provider.

M&S switches off background music in 300 stores after complaints from customers and staff about repetitive playlists.

Has Marks & Spencer made the right decision here? Is complete silence really the best option in its 300 shops? For us, the answer is no. Of course, if M&S should only have the choice between silence on the one hand and bad repetitive playlists that clearly work on the nerves of both customers and staff on the other hand, then silence is the better choice.

Repetitive playlists usually appear when a client knows all too well what kind of music matches the brand image. M&S however is not to blame here, because having clear and bright branding guidelines is nothing but a good thing.

Very strict guidelines can limit the choice of songs. But not always. Not if you can use subjective song information to build bigger and richer playlists that - although containing a wide variety of songs in different musical genres - clearly focusses on building a well defined and consistent mood.

Research points out that a good use of music adds to the overall shopping experience and has a positive effect on revenue. Repetitive playlists however have no place in “a good use of music”.

At Tunify, avoiding repetitive playlists has always been one of our biggest concerns. Our unique use of music metadata made it possible to solve this problem once and for all.

Source: The Guardian

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