Tunify and BO-Té: the ultimate feel-good shopping experience

Evelien Goossens was only 25 years old when she opened her own lingerie store. Today she is a retail manager responsible for seven stores of the Woody Group, including the store she founded sixteen years ago. BO-Té has since become an established name in Zottegem. Women of all ages go there for sophisticated lingerie, nightwear, swimwear and loungewear.

More than lingerie

“We are more than just a lingerie store,” Evelien explains. “On one side of the shop we sell delicate, feminine lingerie by brands such as Marie Jo, Prima Donna and the luxury brand Andres Sarda. But, at the same time, we are also a proud distributor of the family brand Woody, known for their colourful sleepwear for the whole family. And we also sell night and home wear of lordsxlilies, which is not only for around the house but anywhere you need to feel comfortable: at the school gate, on the plane, or on holiday. So it wasn't easy to find music that matched BO-Té's target audience.”

Selecting music for a broad audience

BO-Té's customers are a very diverse group: women frequent the store, but also couples, parents, grandparents and the occasional husband looking for the perfect Valentine's Day gift. So the target audience is not as defined as one might think. The music in the store needs to make shopping enjoyable for the whole family, and at the same time, reflect the BO-Té brand values: class and comfort.

Why radio wasn't right

“We used to have the radio on,” says Evelien. “But that didn't work. The news updates, the talk shows and the advertising annoyed the customers and us. We also had no control over the playlist. Even if we consciously chose a radio station that matched our target group, suddenly a song could pop up that was not at all appropriate. That could ruin the carefully constructed atmosphere in the store.”

The same CDs on repeat

“We also experimented with CDs for a while. That was better for the customers, but not for the staff. They had to listen to the same songs on repeat all day long. So we were looking for an alternative—and that is how we discovered Tunify.”

Along came Tunify

Tunify offers three subscription options. BO-Té chose Tunify Green, the package with music agendas. This saves you a lot of time. You select the music agenda that suits your business, and the music takes care of itself. The songs are always different, but the atmosphere remains the same.

The right atmosphere with Cozy Shopping

Evelien: “The music agenda we use is called Cozy Shopping. It was the first music agenda we tried and it was perfect right away. The name says it all: classy, feelgood songs that perfectly match our brand identity. An additional advantage is that we do not waste time flicking through radio stations anymore. The music always fits.”

Does buying luscious lingerie or stylish swimwear in a comfortable setting sound like music to your ears? Then your next stop should be BO-Té in the Hoogstraat in Zottegem!