The Gift of Music
A jewelry chain follows the lead of major retailers with
its own music collection
Consumers who catch themselves grooving to a store's music
usually can walk away with a piece of the ambiance a CD
compilation emblazoned with the retailer's brand. From Victoria's
Secret to Pottery Barn to Starbucks, retailers sell these music
mixes to work their store brands into customers' lifestyles,
communicating at a level beyond their ordinary products.
Helzberg's Diamond Shops, the jewelry chain based in North
Kansas City, MO, liked the idea as a way to extend its brand
but gave it a slight twist. During the 1998 holiday season, Helzberg's
invited its frequent shoppers to visit and receive a special
gift. "It was an incentive for them to come into our stores
and also a way to reward them," says John Goodman, vice
president of marketing. Once the customers arrived, they received
a Helzberg's holiday CD.
Tempo Inc. of Atlanta, GA, (404-521-1800), an entertainment
marketing company, produced the CD for Helzberg's based on the
demographics of the chain's customer base."We wanted something
that would appeal to the creative interests of our customers
and also cater to many different types of people, from the Gen
X crowd to Boomers," Goodman says. The CD features contemporary
recording artists such as Jars of Clay, Taj Mahal, League of
Decency and Vanessa Williams, all singing holiday songs.
Unlike Pottery Barn and other stores, which pump their music
collections at full volume in the store to hook customers on
buying them, Helzberg's stores for the most part didn't play
the CD over the holidays. "We did not set it up as part
of our sales promotions. It was really a gift to help us maintain
a friendly relationship with our very best customers," Goodman
by Stacey King
Copyright © 1999 by Bond Communications.