Jeroen Peerdeman is Retail Manager at Just Brands. He supports the store network and helps stores to perform as well as possible. Music is definitely part of that equation, since it adds to the shopping experience.
Jeroen: “Each of our stores is unique, but they share the same tough look. They have a raw, hangar-like feel to them. This is, of course, an extension of the look and feel of our collections. We design men’s clothing that is just as bold and authentic. For example, the trousers and jackets of PME Legend are inspired by the outfits of cargo pilots.”
Rough songs in rugged stores
“We really build long-term relationships with our clients”, Jeroen continues. “We have a very large database of loyal customers. If you don’t know us yet, please pay one of our stores a visit. Take the one in Antwerp, for example. It was our first shop in Belgium and it still draws a perfect picture of what PME Legend stands for.”
“With suppliers, we prefer long-standing collaborations just as well. Tunify has been our music partner for years. At the moment, the music we play in the stores is based on a couple of moods and eras that match our image. These settings are not meant to be modified at will by employees. That is why the music plays in the stores, but the computer stays in the office.”
“It is, however, still possible to change the music to please customers. Imagine an international visitor enters the store. If that happens, colleagues sometimes insert an Italian song for an Italian visitor. That is just another way to go the extra mile when it comes to customer experience.”
Music as a marketing tool
To Jeroen, music has a bigger role to play than just setting the mood. It is a marketing tool. Jeroen: “The best advice I can give other Tunify users, is about just that. Tunify offers all the settings and filters you can dream of, but first please ask yourself the right questions. Who are my clients? And what is my image?”
“Not all music you love yourself, will be a hit with your customers. And even when you know they like a certain genre, you do not necessarily need to go down that road. It is very well possible that a lot of PME Legend clients are into music that simply doesn’t fit our brand image. It’s easy, and advisable, to weed out such songs.”
Do you want to find out more about the brands and collections of Just Brands? Visit www.pme-legend.com, www.castiron-clothing.com and www.vanguard-clothing.com.
