More retailers are using music to engage their customers this back-to-school season. American Eagle Outfitters, Macy’s, and Old Navy have taken the following approaches.
American Eagle Outfitters
American Eagle Outfitters added its store playlists, well known among the store’s millennial shoppers, to its mobile app. The app functions similarly to music services like Spotify and Pandora, allowing for simultaneous streaming while shopping within the app as well as running in the background of users’ devices. The feature can build trust amongst users since it’s not focused on commerce. Another benefit is that, based on what their customers listen to, the retailer can modify its music within the app and stores to improve their shopping experience.
On the heels of the successful Pitch Perfect franchise, Macy’s hopes to connect with parents and students this season with an a capella contest. Three winning schools will be chosen based on YouTube video submissions and each will be awarded $25,000.
Old Navy teamed up with Dreamworks Animation’s Awesomeness TV to create an online music video this back-to-school season. Last year, it created a viral hit “Unlimited,” which amassed more than 5.7 million YouTube views.
These three retailers are just a few of the many that are shifting ad money toward digital videos. By empowering consumers to create digital video content and to share videos they like, retailers can increase brand awareness, improve the shopping experience, and promote their products.
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