SHOULDER AND HAIGHT
The science behind the music at your favorite store.
Or how each brand vibrates – and the sound reverberates differently.
Streaming profile
Retail POS
Music is the connecting thread that links physical brand spaces to real life – people's daily lives. Not surprisingly, according to the research. Sound Mapping70% of the general public claims to have already bought something because of the song in a campaign.
Science says that the rhythm of music changes the feeling of space – and each brand should convey a feeling that resonates with its DNA. This is exemplified by the groups Shoulder and Haight.
Indoor radio as a branding tool
Each brand has a carefully curated selection, developed by the Tecla Music research team. Here, the radio isn't an endless loop for the sales team; that's why we consider volume, number of tracks, and regular updates to keep the store fresh every day.
Shoulder and Haight are part of the same group, but that doesn't mean they vibrate on the same wavelength. After all, the sonic DNA of the point of sale can – and should – expand beyond the physical space.
“"The algorithm optimizes what is already known. The curator, on the other hand, creates what does not yet exist.""
Jean Tranjan
Curatorial Manager
Music Key
Shoulder
A highly traditional brand, and one of the giants of Brazilian women's fashion retail, with over 40 years in the market. Known for its versatile style, focused on the contemporary woman.
With over 90 stores, we bring the "Wear Your Time" DNA to the brand's sound waves at every point of sale.
Haight
Founded in Rio de Janeiro in 2014, the brand was born with the aim of creating minimalist and sophisticated beachwear, completely breaking away from the standard Brazilian beachwear – and soon expanded its repertoire to include complete women's clothing, always with original designs.
Beyond the point of sale, we create collaborative playlists with creative names in the scene and use the digital channel, on Spotify, to explore more sounds from your territory.
The right formula
There is no single formula for creating a sound system for your store.
What we are increasingly understanding is the importance of Human Curation as opposed to generic and insensitive algorithms.
Each brand has its own customer profile and shopping experience. And for all of them, the ideal soundtrack for the point of sale.
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