Shopping centre group Westfield is to partner with Sony Music at its London malls, in a deal designed to further and enhance its focus on in store digital offerings.
The exclusive partnership will see Sony Music content provided to shoppers at Westfield London and Westfield Stratford City via its ‘Music News Channel’.
Tech-savvy shoppers will be able to engage with LCD video walls and 19.5 ft x 12.5ft revolving LCD screens, in the latest innovative initiative from the group which opened Westfield Stratford to much fanfare earlier this year.
Multichannel platforms and integrated digital offerings have been a primary focus for most retailers at the east London site, with youth fashion brands such as Fashion Rocks and Topshop showcasing music videos, catwalks and laser displays to add to the sense of retail theatre and enhance the shopping experience.
Nicola Tuer, Senior Vice President at Sony Music, commented: “We’re extremely pleased to be announcing this groundbreaking new music partnership with Westfield, there is no doubt that they offer their customers the most exciting and stimulating retail experience in Europe.
“The Stratford LCD screens are state of the art and simply stunning. They offer us an incredible environment to showcase our artists and we’ll be offering some great video content from our fantastic line up of albums we have this Christmas.”
This latest development will allow Sony Music to engage with purchase-ready customers, and the experience will be enhanced by an ‘Artist of the Week’ slot, which will run on the revolving screens, produced by ITN.
Featuring a mix of exclusive video content from Sony Music, artist history and news will also be displayed in addition to sales information, which will direct shoppers to purchase music in-store at HMV.
Earlier this week, the entertainment retailer announced that it expects its Christmas sales to be pushed by the predicted popularity of the final album by Amy Winehouse.
The album is available from early December and contains previously unreleased material, and the retailer hopes that interest in the release will boost sales, while its latest involvement with Sony Music is likely to do the same.
Bill Giouroukos, Director of Operations at Westfield, explained that the screens would allow consumers to interact with the brand in a new way.
“Our digital spectacular screens offer a platform for brands such as Sony Music to interact with Westfield shoppers in a unique, purchase-oriented environment and we’re delighted to sign this partnership with Sony Music to provide our visitors with a more engaging and cutting-edge shopping experience.
“Sony Music is a globally recognised music brand and we are looking forward to bringing their latest music, videos and content to Westfield visitors.”