How switching up stores' playlists can turn a brand around

Source: The Globe and Mail

As shoppers enter the Eaton Centre this year, one of the first sounds they’ll hear is a playlist of electronic remixes of yuletide hits, played almost exclusively at women’s retailer Smart Set. It’s part of a rebranding effort that began this summer. Retailers are becoming more sensitive to crafting their stores’ playlists to fit a very specific brand image and consumer demographic. And that goes for the holidays as well.

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