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| [December 14, 2004] |
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Spencer Gifts Creates Innovative Audio Brand with Trusonic Point-of-Sale Music and Messaging Services
SAN DIEGO --(Business Wire)-- Dec. 14, 2004 -- Flexible, Web-Based Music System Used in All 650 Stores to Match Music with Shoppers
Trusonic, a custom business music and messaging service, announced today that Spencer Gifts, a national retail chain specializing in novelty gifts, has developed an innovative in-store music and messaging strategy using Trusonic to promote its brand at all 650 stores. Taking music programming to a new level of sophistication, Spencer Gifts targets its in-store audio to match shopper demographics, geography and time of day trend data to promote brand identity and customer loyalty.
"Spencer Gifts uses the Trusonic system to dramatically expand beyond what is commonly being done in the marketplace today," said Joe Tebo, president of Trusonic. "They have implemented a strategy that is much more targeted, complex and innovative than any we have seen before. The flexibility of our system and the broad musical content we offer provide the tools to go beyond conventional thinking about music programming."
Trusonic's point-of-sale service combines major-label musicians, promotional messages and a flexible Web-based interface to help stores create the atmosphere to increase sales. Spencer Gifts chose Trusonic because it provided the variety of musical content, the flexibility to change musical playlists on a daily basis for each store, and the centralized control to manage programming for all stores. This allows Spencer to harness the full promotional value of audio branding at the retail store level.
"At Spencer's, Life's a party & we're makin' it fun! We want the music to reflect that," said Mike Champion, promotion and public relations manager for Spencer. "Trusonic gave us the variety of songs and the ease of programming to create the right environment for our guests. At the same time, we can change promotional messages and music playlists with virtually no lead time. We simply upload a new message or choose a song on the Trusonic web site, and it's on every store's playlist the next day."
Working with Trusonic's knowledgeable industry experts, Spencer segmented different genres of music into blocks, which are rotated throughout the day. Some examples include Metal Mania (heavy metal), Homegrown (Reggae), and Club Junkie (Dance Music). Songs are played randomly within each block to minimize repetition, and new songs are continually added to the mix.
"Trusonic was able to provide us with something unique in the marketplace -- an extensive library of over one million independent artists mixed with well known hits from major labels acts. That sets us apart," continued Champion. "New music influences young consumers, which is our core market. By showcasing independent artists, we are expanding the limits of creative retail branding and demonstrating our support for new bands while at the same time validating our brand as a trend-setter. This fits perfectly with our image."
Spencer uses the Trusonic MBOX(TM) in each store in place of traditional CD's to automate and simplify the task of point-of-sale music. The Trusonic MBOX player is an Internet appliance that automatically accesses Trusonic servers to download new music and messaging each day. Retailers can select and schedule music and messages by individual store, groups of stores or all stores.
About Trusonic, Inc.
Trusonic, Inc. (http://trusonic.com) is committed to bringing comprehensive and convenient business music services to retailers and commercial establishments around the world through its innovative self-service media management solutions and reliable media delivery systems. Trusonic Independent Artist music is available exclusively to its subscribers. Trusonic, Inc. is a privately held corporation with offices in La Jolla, California and Seattle, Washington.
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