A life in the pedals
In the Rapha clubhouse in Amsterdam, everything focuses on the bike. There, you can find the perfect cycling clothing for your next race or bike-packing adventure. The clubhouse is also home to a café where you can chat over a steaming cup of coffee. Customers also go out together with the Rapha Cycling Club. So, it’s safe to say that Rapha is a genuine community. The brand, which originated in London, now has 22 clubhouses all over the world. It is a home for anyone who has been bitten by the cycling bug.
Different zones, each with their own sound
Chamiel Van Beek, Manager of Rapha Amsterdam, has long been seeking the right music for his clubhouse. “I had a picture of exactly what I wanted; a sort of Spotify that is legal for businesses that I could combine with our Sonos sound system. I also wanted music that I could play at different locations at the same time because our store is a split level design and there are different zones. In the café, there is a relaxed atmosphere while, on the shopfloor, we need something a bit more upbeat and sporty. With Tunify, I can easily organise everything through my iPad.”
Automatic song choices at the push of a button
“We don’t want music with excessive lyrics or exaggerated beats, as this might put some people off”, adds Chamiel. “Our atmosphere is not overstated but suits our target audience.” That is why Tunify is really handy: Chamiel receives a dynamic playlist automatically on the basis of his unique Music ID. You can curate this yourself on the basis of the available channels. In the shop area, we have a combination of a fashion store with a bit of gym & fitness, and in the café it is more a mix of barista bar and club lounge. In these contexts, I can further refine the selection to a certain genre, such as favourites or chill house and pop.
A sense of having left the high street behind
“With our music, I want visitors to feel as if they have left the high street behind”, says Chamiel. “I hope that people feel at home here. That goes for the customers, but also our employees”, he adds. We are, therefore, not rigid in our music choices. Everyone in the team can choose music that he/she would like to listen to while shopping. That’s always fine with me.”
Does your store need its own MusicID?
Music is a big part of brand perception but, as a manager, you are unlikely to have the time to make these choices. Would you also like to create a musical customer experience at the push of a button? Try Tunify free for 7 days And are you an avid cyclist? Then make sure you pay a visit to Rapha Amsterdam.
