Landsec Retail

Landsec Retail

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Landsec Retail

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Music Curation
Music Strategy
AV Consultancy

The Sound

Crafted with care, our playlists are designed to create a stunning atmosphere and invigorate your attendees, visitors or employees. Every playlist is distinct, constructed through the combination of behavioural science and music strategy for any space or environment. Indulge in the ideal blend of soundscapes that will awaken creativity, invigorate spirits and provide a sense of serenity all at once.

THE BRIEF

What you should know about the brand

Landsec manages a diverse portfolio of shopping centres across the UK, including Bluewater, Braintree, Southside, Trinity Leeds, and White Rose. Their aim was to enhance customer engagement through music tailored to each site’s demographics and zones.

01

Problem

Landsec’s previous music strategy lacked cohesion and didn’t reflect the unique identities of its shopping centres.

Landsec’s shopping centres had no cohesive music strategy, leading to a disjointed experience for visitors. Music choices were inconsistent across locations, failing to align with the brand’s values or the distinct characteristics of each shopping centre. This inconsistency impacted customer engagement and dwell time, especially in zones with different needs, such as retail, dining, and leisure. Without an overarching music strategy, opportunities to create a unified brand experience and tailor music to each centre’s demographics were missed, reducing the effectiveness of the auditory environment.

02

Solution

Altaura created bespoke music strategies tailored to Landsec’s portfolio, delivering cohesion and adaptability.

Altaura began with a comprehensive brand and customer analysis, incorporating site visits and workshops to understand the acoustic and demographic needs of each shopping centre. We developed tailored music strategies that balanced unified brand representation with local adaptability. The approach included:

Dynamic Playlist Scheduling: Playlists were scheduled to reflect the flow of visitors throughout the day, with upbeat tracks during peak times and calming melodies during quieter periods.

Zonal Customisation: Each centre’s zones (Retail, Dining, Leisure) received unique sound profiles. Retail areas featured energetic tunes to drive purchases, dining zones used relaxing music to encourage lingering, and leisure spaces had balanced tracks for family-friendly appeal.

Site-Specific Adjustments: For example, Bluewater’s diverse demographic called for inclusive playlists, while White Rose focused on family-friendly soundscapes transitioning from morning calm to evening elegance.

Architectural Integration: Music choices were designed to complement each centre’s architectural elements, ensuring a harmonious auditory experience without overwhelming visitors. Advanced sound systems allowed centralised control, ensuring seamless updates and alignment across all locations.

03

Result

Tailored soundscapes increased customer dwell time, improved satisfaction, and strengthened brand consistency.

Key outcomes of the strategy included:

Enhanced Customer Experience: Visitors reported a more engaging and pleasant atmosphere across all centres, with playlists complementing their shopping journey.

Increased Dwell Time: Dynamic playlist scheduling influenced visitor behaviour, with families staying longer in leisure zones and increased spending in retail areas.

Brand Consistency: The cohesive music strategy aligned Landsec’s diverse portfolio under a unified brand identity while catering to local needs.

Operational Efficiency: Centralised systems reduced the effort required to manage music across locations, enabling quick updates and adjustments to keep the music fresh and relevant. Staff also noted that the curated playlists made the centres more inviting and enjoyable, fostering a sense of pride and alignment with Landsec’s mission.

GEORGIE MANLY, CP DIRECTOR

Altaura’s expertise has transformed the guest experience across our shopping centres. Their creative music strategies consistently deliver a dynamic brand sound that keeps our environments fresh and engaging.

Our Music Portfolio

Set the tone for
any occasion

Join our list of successful brands and businesses who are utilising our music concierge services to create amazing playlists and better ROI. Whether it's for a background soundtrack at your store, or to set the mood of an event or brand activation, our music curation services will help you make a perfect atmosphere.

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