For H&M, music is part of the shopping experience

In a survey conducted by TONO's British sister society PRS for Music, 90 percent said they would prefer to go into a store that plays music rather than one that doesn't. Music is used by many stores to create a pleasant atmosphere. But have you considered that music can be a strategic tool to create well-being and a good shopping experience? At the H&M chain, nothing is left to chance:

– The music should reflect our business idea: Fashion and quality at the best price. The music mix should be at the forefront, be lively and varied, with a mix of well-known hits and up-and-coming artists. It also occasionally follows current campaigns, for example, we played several songs by Lana Del Rey during the autumn campaign with her last year, says Kristin Fjeld, PR manager at H&M Norway. Fjeld says that music is a natural part of the interior of the H&M stores. And just as all the stores have identical physical store interiors, all the stores also use the same music. The chain has even established its own music council that handpicks the music that is used! – We have guidelines for what type of music should be played, says Fjeld. – The same music is used in all the stores, and the lists are changed regularly. Music contributes to a good shopping experience, but store employees also find music to be a pleasant part of the working day, she says. H&M established itself in Norway in 1964, the first country outside Sweden. The company has had a dialogue with TONO about the use of music throughout its history here. Clearing the rights to the music is about professionalism: “Since H&M has stores in 48 countries, good cooperation with artists’ and songwriters’ organizations in different countries, such as TONO, is crucial for the music in the store to be perceived as positive by our customers,” concludes Fjeld.