Selfridges, the award winning and globally renowned department store, have four sites: their iconic flagship store on Oxford Street in London, two stores in Manchester and one in Birmingham. Differences in customer demographics between each location means that there is a requirement for each store’s music to reflect regional tastes as well as daily activity.
Music is a crucial part of the Selfridges brand DNA and it was important for them to work with Open Ear in a collaborative way. We assigned a dedicated playlist team who worked directly with both the Selfridges creative department and the local visual merchandisers to ensure playlists performed perfectly in each outlet. We allowed these stakeholders anytime access via the Open Ear platform so they could keep on top of changes and provide frequent feedback to us. Their administrator access to the Open Ear platform allowed them to feedback on new playlists, while the simple scheduling tools let playlists be trialled and amended in real time.
Key stakeholders from visual mechanising were given access to the Open Ear Manager mobile app so that they could instantly feedback on any songs and help us fine tune the song selection.
We installed our custom-built hardware in 50 individual outlets in less than 10 days. Once installed, department managers could remote control the music selections using the Open Ear Manager app, giving them a simple way of feeding back to us about the track selection.
"Working with Open Ear has been a brilliant. They are attentive to our needs and respond immediately. Their knowledge and insight into music is second to none, and their work so far has had a positive impact on the Selfridges brand."
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