Music for Design-Showrooms: BoConcept Flagship Stores in Frankfurt
A new collaboration!
Soundsuit is immensely proud to be working with BoConcept in Frankfurt am Main! The cooperation between our two companies represents a real success story. How music supports the premium Scandinavian furniture brand, BoConcept shopping experience, and the ideal customer music experience for premium design showrooms.
BoConcept: Danish design at its’ best
A brand such as BoConcept needs only little introduction. The internationally acclaimed furniture retail chain, with 337 locations in 65 countries, thrives on offering a large variety of contemporary furniture pieces, designed by leading international designers. Also offering customers a wide range of customization options, the brand has long embraced the individuality of furniture in conjunction with the customer as a key business concept – giving customers the ability to seamlessly incorporate timeless and modern designs into their own living spaces.
BoConcept is not only known for its excellence in both design and quality, but also for its clear focus on service at each of its franchise locations. The BoConcept shopping experience is distinctly customer-focused, with customers being able to book appointments with carefully appointed interior design employees that will meticulously help in reaching individual design solutions and find new ways for customers to experience the joy and inspiration from the carefully crafted furniture pieces that BoConcept has to offer in their own environments.
Employing many of Denmark’s finest designers, and a few from across the world, the collections that BoConcept launches never seem to fall below the deeply established standard of excellence for which the brand is known.
The modern Showroom
Design showrooms have long established themselves as the best ways to effectively communicate and display products to interested customers. Physical spaces provide opportunities for brands like BoConcept to fully embrace the individual aesthetic that defines them as a brand and incorporate all their carefully crafted design ideas into one perfectly defined space. It is here that customers can let the pieces influence them, spark their own curiosity and creativity, and find ways to include them within their own private spaces. In combination with qualified service staff and modern customization availability, customers can book appointments to receive assistance in planning their dream home. This can be easily done by reserving a timeslot on the BoConcept website, where customers are also able to provide any initial information on specific products they may have been looking at already. This allows the service representative to prepare in advance and provide more efficient and qualitative service.
However, in our modern age, physical showrooms are no longer the only method through which brands can reach their customer base with products. Not only does the BoConcept Website offer a full online shop with their entire catalog, where customers are also able to customize certain modular pieces in accordance with their own needs, but they also offer virtual showroom capabilities. This includes full renderings of the physical locations in a 3D virtual format, that users can simply navigate from wherever on their personal computer or mobile device. From here customers can explore at their own leisure, click convenient links that lead to the specific product page, and even directly contact design consultants that will aid in collaboratively exploring the virtual space and attend to any needs.
Alone in Germany, BoConcept has a total of 29 stores. In Frankfurt, 2 locations can be found, one in the city center and one in the eastern part of the city. In addition to the seamlessly stylish display that they both bode, they have another thing in common: their owner! Since 2013 Jens Fay has acted as managing director for the locations of BoConcept stores in the Frankfurt area, constantly focusing on keeping the brand’s ideals and key concepts of quality, comfort, excellence, and customizability well-represented.
“An apartment is like a shoe – it has to fit.” – Jens Fay
The functionality of furniture also plays a firm role in the mission that BoConcept and Mr. Fay share. To guarantee functionality and quality for a variety of customers, BoConcept furniture pieces must be versatile enough for any living space, regardless of size or form. Convertible pieces such as sofa beds or recliners can “be a great solution for people who live in small spaces”, says Mr. Fay. The adaptability of these pieces and the many customization options can effortlessly be experienced at one of the two available locations in Frankfurt, where respective teams consistently work on updating the interior spaces.
Frankfurt Showroom: City
Located in the heart of Frankfurt city, the urban design showroom with two floors allows customers to dive into the world of stylishness that is BoConcept. Frequently updated interior design options, as well as constantly changing offers for price-reduced pieces, attract design enthusiasts into the showroom, where they are then able to experience the assortment of collections firsthand and receive personal assistance from one of the 5 experienced interior design consultants.
For the perfect musical atmosphere, one that has a warm and calming sound with just the right amount of energy, we see the soul selection provided by Soundsuit as the perfect fit for the BoConcept City showroom in Frankfurt. From timeless electro-pop like “Pressure” from James Vickery feat. SG Lewis, or poppy lounge anthem like “Automatic” from Satin Jacket, to the refreshing new disco-soul sounds of “Casio” from the British duet Jungle, modern groovy and soulful vibes are sure to elevate the luxurious interiors of the BoConcept showrooms to the next level.
James Vickery feat SG Lewis – Pressure
Jungle – Casio
Satin Jackets – Automatic
Frankfurt Showroom: East
In addition to the primary store in the city center, BoConcept has a second concept store located in the easter part of the city, very close to the European central bank. The single-story showroom incorporates all the previously mentioned signature elements of a BoConcept location. The three interior design consultants Sophia Begon, Kristina Choudry, and Claudia Haardt make up the team for this unique store, attending to customer needs and ensuring a consistent upholding of the franchise store.
To create a perfectly balanced atmosphere that compliments the stylish store and comforts customers, the lounge music provided by Soundsuit is the perfect answer. Let’s look at the two sample tracks below. Both “Teardrops” from Neil Frances, with its soft electronic instrumentation and soulful groove, and also “You Wish” from Nightmares On Wax, with its famous guitar sample and intimate feel will spark creativity in the mind of each new customer entering the East BoConcept showroom.
Neil Frances – Teardrops
Nightmares On Wax – You Wish
Scheduling music across multiple stores with Soundsuit
With these two locations come two very separate customer experiences. Each showroom is unique and requires its’ individual music selection to make the various customer groups feel most comfortable. Thanks to Soundsuits’ scheduling function, it is easier than ever to customize the music that is being played at any given moment, even if you have multiple store locations!
Simply use the scheduling feature to plan music ahead of time, in accordance with the genre, customer target group, tempo, and mood. Have a scheduled meeting with an older couple that wishes to renovate their living space? Or a consulting meeting with a young businessman who is planning on furnishing his first proper apartment? Simply adjust the filters for the age group and lifestyle of the Soundsuit-App and provide custom-tailored musical atmospheres that increase customer experience and allow for greater satisfaction.
Multiple stores can be scheduled to play different playlists at the same time, and can be conveniently controlled from a device at any given location, like your home or office, or even from your car, with no need to be connected to the wifi network of your store!
How can music impact the shopping experience?
With Soundsuit, BoConcept Frankfurt will be receiving custom-tailored music services that perfectly match their individual needs for their unique design showrooms. The wide variety of music that Soundsuit offers, ranging from dream pop, funky electronic, indie folk, or new soul will further heighten customer experience to a new level.
Two other examples of amazing jazz-pop tracks available through Sounduit are “Summer Days (Roosevelt remix)” from Rhye, and “The Doo-Bop Song” from Miles Davis. The former embodies a groovy dream pop with a touch of electronics, and the latter is taken from Miles Davis’ genre-shifting first posthumous album, in jazz sounds were fused with New York Hip-Hop culture.
Rhye – Summer Days (Roosevelt remix)
Miles Davis – The Doo-Bop Song
In short, it is proven that the right in-store music can directly increase revenue. Through the correct music, you can more directly communicate with your target audience, incentivize them to spend more time within your store, feel more at home, and engage more with your business location. Moreover, the perfect music selection, offered by Soundsuit, will amplify staff motivation which also impacts the customer experience.
For a more detailed look into the ways in-store music affects revenue in business, read our dedicated article How In-Store Music Boosts Sales.
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