Dressing Room Marketing – Musical Moods

Feb 14, 2012 by admin

We’ve heard of virtual dressing rooms, mirrors that make you look slimmer and numerous other marketing ploys that retail stores are using to enhance sales, but the latest technology being employed may put a jig in your step and have you literally dancing in the aisles.

Musical dressing rooms will make use of inventory tracking technology already used in the store to serenade you with music, relative to the items being tried on in the dressing rooms to enhance the retail outlets chances of a sale.

The emotional response generated by the music has been studied by scientists and the use of emotional memories to invoke a positive sales opportunity is currently being tested in stores.

How Music will Affect Dressing Rooms

While shoppers have been seduced by music in retail stores and shopping malls for decades, the concept of moving the specific location to the privacy of dressing rooms and having a tailored music selection for the customer is something used for the first time in Singapore stores.

During the Christmas season we have all felt the influence of Christmas carols in the stores from the specific Christmas albums from Boney M and Justin Bieber or even had the heart strings tugged by some of the love ballades during Valentine’s Day week, but this new technology aims to add 10 000 different songs to be played according to clothing style.

If you’re a male youngster wearing hipster jeans and a beanie cap you might be blasted with the Hip-Hop styles of Jay-Z or Beyonce, and if you’re trying on a pair of black latex tight pants you may be assaulted with some Cradle of Filth. Not only in terms of those contexts but also a bikini may play the Thong Song by Sisqo and not associate the Queen song of “Fat Bottomed Girls” with the skimpy swimwear.

So music to keep?

While in the dressing room, you will also be sent an unsolicited sms to your phone, sent through the proximity to the sensor detecting the RFID tag and playing the music. With this message you’ll be able to download the song that’s playing with your new cocktail dress to keep on your phone and play all the way home.

This personalised service not only will build brand awareness and image to the store, but as a marketing ploy may even sell more items of clothing. Although the effects are still being measured, music is a sure way to make you feel sexier, better and more confident in what you’re playing, because they say every super hero needs his theme music!

 

Dave Peterson is a freelance writer with a keen interest in Fashion and retail industries. After working in retail with everything from shoe hanger solutions to store ambience and design, Dave has studied shopping habits and this new development piqued his interest to share with his readers.