The “Retail and F&B” CrisisSensory Marketing & Consumer Psychology

Hello!I am an

EXPERT

ExpressMelodyprovidesaudiobrandingsolutions thatmaximizesrevenuewith brandrecalloptimization.

Thepatentedcloudtechnology allowsmanagementcontrolofin-storebackgroundenvironmentalmusic.F&B,retail,mallsandhospitality industryplayershadachieve:

ü Highersales through aprofessionally curatedambientsoundexperienceü Increasedproductivityandconveniencewithourautomatedmusicsystemü Costssavingsandlegalassurancethroughour internationalmusiclicensingprogram

Establishedin2009,thegrouphasacquiredmorethan100,000originallicensedcontentthatarelimitedwithinthemusicarenaandthetracksarestreamedbythousandsofretailersregionally.

AsthemarketleaderinSingapore, thecompanyhadalsoexpandedwithofficesinMalaysiaandChina.Inrecentyears,thegroupwasawarded silverforbothSingaporeInfocomm Technology Federation(SiTF) intheCloudSolution categoryandASEANICTAwards(AICTA)forDigitalContent.

About Express Melody

Formoreinformation, visit

www.ExpressMelody.com

Retail Landscapes in Asia

1. Falling footfall and frequency due to (online) competition

2. Shortage of manpower

3. A low conversion rate: window shopping versus purchasing

Shopping Online vs mortar and brick

• Convenience

• Variety

• Lower Price

• Human interaction

• 3-dimensional

• Full experience

Sensory Marketing

SEE HEAR

TOUCHTASTESMELL

Audio Marketing

MakesomeNOISE

The Power of Soundscape

90% would select a high street store

with music rather than no music

90%

• slow tempo music increased per

dinner party bar sales 40.9%, and

that diners lingered 24% longer

when slow tempo music played.

40.9%

• 82% of drinkers said they would

buy another drink if music

people enjoyed was being

played.

82%

• 87% agree that playing music in

the workplace improves

workplace efficiency and morale

87%

Secrets to sound ‘Sexy’

ü Tempo & Pace

ü Genre & Style

ü Volume

ü Consistency

ü Familiarity

ü Language

Case Studies

• French wine VS German wine• 1 out 49 buyers is actually conscious of the music

• Bank: Perceived waiting time• Actual waiting time: 5mins.

• Buying into the music pace• https://vimeo.com/137330718

3 Common but deadly mistakes Retailers and F&B undertake in BGM:

1. Control and manage the music remotely 2. Customize soundtracks to the tune of your audience3. Stream licensed music daily

An example of bad audio branding

Abercrombie & Fitch

• With loud music, dark atmosphere,

intense scent

• 2014 report shows net sales fell by 12%• Suggestion: turn down its music, turn up

its lights and cutting fragrances spritzes.

NotSoSexyAfterall

Sounds good…ConceptandApproach

InnovativeapproachDetailedandcomprehensiveconceptMarketresearch

CriteriaforAudioBrandingElementsBrand/ProductrelationDistinctivenessMemorabilityFlexibility(creativeandtechnical)AestheticqualityFamiliarityAccessibility

“Haveyouheardofa“signaturedish”?Whatisyour‘SignatureSound?”

Implementation/ProductionManuals/brandsoundguidelinesProductionqualityApplicationsTouchpoints

Effectiveness/MonitoringMeasurableoutcomeMarketresearchdataBrandimage/awarenessMonitoring

TUNE INMood Board

The Link Between Music Preference & Personality

Application of soundscape• Retail: • Customers spend longer time and increased sales

• F&B: • Higher table turnover rate at peak hours

• Hotel: • Customised music in different locations with different purposes

• Workplace• Boost efficiency and employee morale (subjective*)

What is your strategy using technology & psychology?

1. Know and keep track of: who, where, what, when.

2. Pushing of customers’ emotional buttons: be niche about it

3. Online to Offline to Online: What does your brand sounds like?

Theneedforhassle-freesimpleautomatedsolutiontoreplaceoldsystemlikeCDchangerandMP3players

Convenienttoaccessbymanagerstocontrolonlineandeasilymanage backgroundmusicanytimeandanywhereSavesontimeandincreaseproductivitythroughprofessionallycuratedmusiccontentthatrefreshesdailyEnhanceyourcustomersexperience throughsoundbrandingwhichallowsyoutoputinaudiomarketingmessagesinstantly

Annualsubscriptionofmusiclicensingfeesthatgiveyoutheabilitytousetracksinacommercialenvironment–internationally

Cha

lleng

es

What is the personality of your brand?

Nothing sticks in the head like a jingle, no

matter how idiotic or downright obnoxious it is.

Brands EngagementThesearenotall…

Thank youExpress Melody Pte Ltd : 71 Ayer Rajah Crescent #06-01 Singapore 133951

+65 6746 8182 ask.sg@expressmelody.com