PlayNetwork creates innovative in-store experience for London Ray-Ban flagship
Unique music profiling at Ray-Ban store in Covent Garden extends brand association with music enhancing customer experience.
PlayNetwork, producers of media experiences for brands worldwide, has created a unique audio in-store customer experience for legendary sunglass brand Ray-Ban at its Covent Garden flagship store. The bespoke in-store profiling cements PlayNetwork's position at the vanguard of innovation in brand associations.
Ray-Ban has a distinguished and long standing affiliation with music which is reflected by its current 'Never Hide' campaign as well as Ray-Ban Room sessions which feature up and coming artists and 'Backstage', recorded at the biggest summer festivals. This strategy is complemented by PlayNetwork's relationships with record labels ensuring the latest pre-releases grace Ray-Ban's high-traffic London centre-piece.
PlayNetwork's specific 'heritage' music profiles are designed to reflect Ray-Ban customers' formative years so that the latest niche synthwave and electro-pop tracks are interspersed with songs by classic indie artists such as Joy Division and Oasis. Working closely with Ray-Ban's creative agency, PlayNetwork discovered the brand enjoyed a passion for emerging independent acts, highlighted by the fact that many are played in store long before they appear on radio 'A' lists.
The in-store music is very immediate and hits the customer as they enter the shop. The atmosphere is more chilled in the morning and ramps up over the course of the day while at the weekend a club feel is the preferred vibe. Updates to the profile are made monthly, not only for the latest tracks but also additions to the 'heritage' tracklisting.
The Retail Bulletin's In Store Engagement Conference will be held in London, 10th July 2012. The programme is being finalised, and if you are interested in attending as a sponor, delegate or Network Partner, please click here.
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