A Retailer's Secret Weapon: How A Simple Playlist Can Increase Sales by 10% - Dean Cherny

11-07-2024 • 43 mins

I walked into a cute little boutique the other day. The store windows were gorgeous and there was a pink top on the mannequin which had caught my eye.

Excited that I had stumbled across a piece of clothing that was my "season" (Clear Spring if you were wondering - SOOOO hard to find with all the muted colorways everywhere), I entered the shop and... this probably sounds a little woo-woo,
But the energy was just...
All
Wrong
I couldn't pinpoint it at the time, but as I quickly walked around looking for the pink shirt (which I never did find), it all felt a little off.
So off is exactly what I did.
I headed out of that store, with my money in my wallet.

Fast forward a couple of weeks later, and I was chatting with Dean and he was telling me about how music makes such a difference for retail stores.
It was during this conversation, that it all clicked.
I didn't realise it at the time, but that "cute little boutique" felt dead, because there was no music - no ambiance.

But the real kicker came when Dean told me that stores with THE RIGHT playlist, typically see an increase in sales of TEN PERCENT.

Say what now?
10% more sales, just for knowing what to play?
I'm all for that.

But how do you know "what's right", so you can cash in?

Listen in and find out.

--------

The impact of music in retail stores. 0:02

Starting a music business, 34 years in the making. 1:43

Music in retail stores and its impact on staff and customers. 7:12

Using brand archetypes to inform music choices for a clothing brand. 12:55

Leadership, creativity, and music preferences. 18:17

Music's impact on retail sales, with studies showing positive results for "right fit" music. 21:38

Music selection and censorship in retail stores. 27:41