How Woody creates a family-friendly shopping environment

“People know us as a pyjama brand,” says Evelien, “But at Woody, we sell more than just nightwear. We also have underwear, swimwear, accessories like duvet covers, slippers, bibs, cuddly toys, etc. Our products are not just popular amongst parents and grandparents, but they also make for great gifts for Christmas, a maternity or any other occasion.

Stripes or animals

As a Retail Manager, Evelien is responsible for the seven Woody locations: six stores and one outlet. She is the point of contact for the different store owners. “I support our stores as much as possible”, she explains. “For example, I help them manage their stock because not every location sells the same items. In one store baby clothes could be flying over the counter, while larger sizes are more popular in the other stores. Some months, customers want more stripes; other times, they ask for more animal prints. Based on the sales figures and the shop manager’s feedback, I help them replenish the stock.”

Protecting the Woody look and feel

Evelien also provides marketing support. “I ran my own retail store for sixteen years, so I know what it's like to work on the shop floor every day. That makes me extra motivated to help the shop managers. I try to take as much marketing off their hands as possible so that they can focus on helping customers. I also monitor the brand experience. The goal is to create the same enjoyable shopping environment at every Woody location.” And that is why Evelien decided to give all Woody stores access to Tunify’s music service.

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Fun for the kids, relaxing for the adults

“A store must create the right shopping environment,” says Evelien. “In a Woody store, you might expect to hear children's music, but we deliberately stay clear of that. The interior design is already completely tailored to children. There's an indoor play unit to climb around in, and an experience corner where kids can colour in their favourite animal and bring it to life virtually, on a console. It’s important that the music we play is not too busy. It has to be pleasant for the parents and grandparents who are here to shop for clothing – we wouldn’t want them to feel rushed.”

Easily evoke the right feeling

“Visually, the Woody stores are all about the children”, continues Evelien. “Sound-wise, we wanted to create a relaxed and cosy shopping environment for all. So, when we were thinking about our music selection, the comfort of the adult shoppers was our main priority. We didn’t want the music to be too prominent and it had to set the right tone.” In that respect, Tunify came in handy. The streaming service allows you to select songs based on the feeling you want to evoke. “For example, in our stores, we tune into the music channels Cosy Shopping and Easy Shopping in Tunify Blue. That’s literally all we had to do: pick a channel. The rest takes care of itself.”

Increasing efficiency while reducing the workload

Today, all Woody store managers and their staff enjoy pleasant and diverse music without much effort. “Reduce the workload and increase the efficiency: that's what I try to do for Woody, and that's what Tunify does for us”, Evelien concludes. “That's why we're such a great combination.”

Eager to discover the Woody products? Have a look at woodyworld.com.