Strategic music for a new kind of retail that demands more

Capturing people’s attention has never been harder. In a world overflowing with stimuli and increasingly demanding consumers, retail must turn its physical spaces into memorable experiences.

Having great products or a nicely designed store is no longer enough. The key lies in creating an emotional connection that makes customers want to stay, buy, and eventually come back.

Standing out in the digital age

‍One of the biggest challenges retailers face today is delivering real-time, in-person experiences. While e-commerce keeps growing, the one thing that can’t be replicated online is sensory experience. And if that experience isn’t carefully designed, the opportunity is lost.

Francisco Rey Petit, founder of CoShowroom, sees it every day. “Retail spaces have to entertain. We only have a few seconds to tell a story and convey a brand universe. There’s nothing sadder than walking into a store with no music—it feels like it’s closed,” he explained.

In a landscape of increasingly high expectations and fierce digital competition, the brands that understand the power of music are the ones gaining an edge.

Consistency and brand identity across all locations

‍Maintaining a unified music identity across multiple locations is no easy task.

With stores in both Madrid and Buenos Aires, CoShowroom knew they needed a solution that offered consistency without sacrificing flexibility. “Each store would play whatever they liked. One had jazz, another had pop. We lost coherence. Brandtrack allowed us to adapt the music to each context, without losing our brand message. The goal is to transmit the same idea in different geographies, but tailor it to each setting.”

CoShowroom also implemented one of Brandtrack’s most powerful features: AI-generated voice announcements, which let them communicate promotions and key messages without relying on external recordings or manual setups.

Music as a business driver

‍Strategic music has a direct impact on key business metrics. It’s a vital ally in reaching commercial goals in retail. In CoShowroom’s case, working with Brandtrack led to:

• Increased time spent in-store
• Improved customer mood, which in turn enhances the overall experience
• Smoother team management by removing individual music decisions that created inconsistency
• Full legal compliance in music use, with no risk of fines

Seasonal campaigns and event soundtracking

‍Retail operates on a packed commercial calendar: Christmas, Valentine’s Day, Halloween, Mother’s Day, and more. For each of these moments, it’s essential to adapt the music without losing brand identity.

To elevate the experience, campaigns must be planned in advance, ensuring that every playlist reflects both the spirit of the season and the brand’s DNA.

In the world of retail, CoShowroom is just one of many examples showing how a data-driven, context-aware music strategy can become a true strategic asset.

“Brandtrack helped me embrace the customer with everything I want to communicate,” concluded the founder of CoShowroom.