Recently I heard a Technation Podcast with Dr Moira Gunn. The episode was with Gerd Leonhard, about the state of the music industry. One thing within the podcast got me thinking. Gerd mentioned the competition between real world music stores and online music distribution and sales. He explained briefly that he believed music stores would become “lifestyle zones.”
I have had a little thought on this some more and I have decided that the music shop will have to evolve if it is to compete with that of the online market place. Music shops in the real world will have to develop new ways of enticing people into their stores. Unique products which cannot be effectively viewed online will most likely be sold within these outlets. The outlets will become under increasing pressure, along with many other high street stores, to offer more of an experience.
Presently many high street stores selling cheaper and smaller goods tend to display them on shelves. I think that there will come a time when these stores turn into experiences rather than just stores. Just take a look at Amazon.co.uk and Play.com, both of whom offer extensive alternatives and reccomendations to a current purchase. Add this extensive product catalogue, database system, alternative product ideas, wish lists and complex systems of reccomending new products all through one medium, not to mention the slightly cheaper pricing and one click ordering systems and you have a completely different source for all of your music needs.
This is some of what I see happening within our music stores:
- Specialist Knowledge “Music Store Assistants” will become “Music Genre Specialists” and be more ready to be consulted about their unique musical knowledge. This won’t be a part time student job anymore, but a full time consulting career. The specialist knowledge could be backed up with a portable link to a wireless musical information database. “Word of mouth” information spreading will actually be in-store!
- Mobile Shop Assistance I invision the till’s and checkout’s being removed from these stores and replaced. The “Music Genre Specialists” will be floating around the store, armed with the vital pieces of technology which will aid them on their quest to fulfil as many orders in the smallest amount of time. The checkout facilities take up a huge amount of room within a store. Bags, “Chip and Pin” handheld card machines, electronic de-tagging equipment. They could also act as walking advertisements.
- Shop Display Music and Video will no longer be displayed in their music and video cases but on a series of screens based within the facility. The possibilities of small TFT screens outweighs that of physical products in my view. The screens can be commandeered to make orders, search for new or rare items, check out popular purchases, or used together for one big advertisement.
- Local Information Music stores will begin to celebrate local music. Popularising a local music store with local music, musical knowledge and a large amount of networked “Specialists,” members of the public can walk into a local music store and find out about a gig, band, music videos and tap into the community which surrounds the music store.
- Holistic Sales Experience When walking into a local store you won’t be left to browse the store aimlessly, but advised and consulted with. Specialists will be a key force in guiding you into the local music community, advising you on taste deviations or new music which suits your style. The altogether encouraging store will activate people’s musical awareness.
- Information Overload These experience outlets will have to offer a greater competitive edge when it comes to information. The internet revolution has allowed anyone access to find out about anything. What do music stores currently offer?
- Exclusivity Live music, physical appearances, band signings, guest appearances, practical workshops, tuition, studios, recording, unknown band showcase. These are just a few ideas which could get the music store flowing with more and more people who can fulfil their musical needs and take control of their unknown desires.
So, the way that I see the music store moving forward is into a specialist consulting arena, taking a hold on the local music scene and encouraging people to embrace new artists and bands. By discussing your musical needs with a knowledge filled music junkie the whole store experience will bring you back for more, time and time again.
