Strong focus on in-store customer experience

Audio Pro Business, Basic & More

The Danish retail chain Basic & More, offering interior design and household utensils at a very competitive price, have a strong focus on customer in-store experience and have chosen to install speakers from Swedish Audio Pro in their nearly 20 stores.

“Our company mission is to be the retailer that is able to offer the cheapest one in the market, when it comes to products in interior design items and household utensils”, says Thomas Guldmann, COO at Basic & More. “We are able to do so by selling residual stock, last season goods, and products with minor flaws. This means that our assortment varies a lot over time, but as a customer you will always get your product at a very good price.

“Even though the price is low, our aim is not to just place the products at random inside the store. In fact, we put a lot of effort into making the shopper experience inside the store pleasurable. We do this by putting a lot of focus on the interior design and by focusing on both sound and picture as part of this. Our shopper experience partner, LCD, suggested some screens to take care of the visual aspect of it, and sound wise they recommended that we should use speakers from Audio Pro Business”, says Thomas Guldmann.

“We focus a lot on ‘store flow’, says Thomas, this means that we design the stores to lead the customer through the store along a specific path we have created for them.” This is all part of the customer experience, and working with speakers from Audio Pro is great since they can be integrated into the existing light system. You simply put them into the same electrical track system you have your lights attached to. This means you get an esthetical pleasing look. “

“The ease of working with Audio Pro Business speaker system is great. We work with two partners in installing products like these, and normally they would ask a lot of questions when doing installations, but we never get any questions from them about the speakers from Audio Pro, the speakers are that easy to install.“ explains Thomas.

Jens Henriksen, CCO at Audio Pro, is very pleased to hear the good reviews from Basic & More. “We are very happy to notice that new retail chains like, Basic & More, have understood the importance of creating a pleasurable shopping experience in-store. And music as a part of this experience is getting increased focus by skilled and successful retailers like them.