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Scratch Event DJs - Curated DJs, Anytime, Anywhere

Leveraging DJ services in retail spaces is an extraordinarily powerful strategy to invigorate customer engagement, yet it remains surprisingly underexplored. DJs infuse an undeniable element of coolness into any store setting, morphing a regular shopping trip into an exciting, energetic occasion.

The power of music, skillfully steered by a professional DJ, becomes a tool for retailers to connect with their audience on a deeper, more emotional level, making each visit a captivating retail experience.

Moreover, live events have shown a notable effectiveness in boosting sales and enhancing brand perception, with nearly 91% of consumers reporting a more positive view of a brand after an event. 

Additionally, these initiatives spark considerable social buzz, with a large percentage of consumers sharing their experiences online, thereby amplifying your brand's reach.

But if you aren’t one of the hundreds of retailers Scratch works with, from global brands to local boutiques, we know that this concept might be entirely unfamiliar to you. So especially for all those in that entirely understandable bucket, we wanted to put together a guide of the most popular and successful use cases to bring this strategy to life inside your store, and show how there is no better partner to bring that to life than Scratch.

Why Should I Consider a Live DJ to Amplify My Brand's In-Store Experience?

Despite the pandemic making it difficult to meet up with friends, a trend called "squad shopping" gained popularity in the online world. In this context, squad shopping is “the use of video and/or screen-sharing technology to shop online with friends and family”, according to Dave Bruno of RetailWire. Now as the world transitions back to business-as-usual, the trend has shown signs of persisting and moving beyond only Zooms and FaceTimes to also include in-person, in-store experiences.

It might have a catchy new term now, but squad shopping is essentially a technology-aided evolution of group shopping, which has been a dynamic in retail for millenia. Stretching back to ancient Rome, when Trajan's Forum offered permanent storefronts across from the Colosseum in what is considered the world’s first shopping mall, retailers have recognized the impact that winning one customer has on winning those they are browsing with.

Studies and market research have consistently proven the tremendous impact of input from peers and loved ones on purchasing behavior and decision-making. In fact, a Nielsen survey revealed that 54% of respondents had increased their spending on impulsive purchases in 2019, with an impressive 80% crediting social recommendations from friends and family as their primary impetus. And no different than in ancient times, brands and stores can develop smart tactics to take advantage of this power and the benefits it yields.

In essence, collective buying capitalizes on the power of social proof. When customers see that other people are buying a certain product or shopping from a particular brand, they are more likely to follow suit and make similar purchases, due to their lack of knowledge about what to buy or where to shop. Giving a customer a reason to share a purchasing recommendation through word-of-mouth can not only lead to more customers won with no additional marketing spend, but also establishes a trust and loyalty with current and potential customers that transcends the capabilities of traditional advertising.

So how does a brand set out to create experiences that you’d want to tell everyone you know about in an environment where the competition for attention is as fierce as ever? While the possibilities are limitless, it is important to create an omni-channel strategy that includes initiatives across both online and in-store, even if the goal is one of growing e-commerce and social buzz. People who cannot make it to a store with friends can nevertheless be influenced by what they see and hear about an in-store experience. On the other end of the spectrum, a group of friends spending a day at the mall can make no purchases, but go home and convert digitally after an impression made in-store eventually won them over.

One popular approach for retailers to create an engaging shopping experience is by offering special events or classes. For example, Southwood Center in New Jersey has special events such as movie nights, live music, and art exhibits that attract shoppers looking for something more than just shopping. By offering these types of activities, retailers are able to create an engaging atmosphere that encourages customers to come together and shop in groups.

Sur La Table, with 134 stores in 32 states, has become a popular kitchenware retailer for group shopping trips due to its wide selection of products and in-store cooking schools taught by resident chefs. Over 600,000 students attend these classes annually, and up to half of the customers who finish a class go on to make a purchase. Group shopping trips to Sur La Table are especially enjoyable due to the unique combination of product and experience that no other retailer can match. CEO Billy May says “That combination of product and experience, service and expertise are what separates Sur La Table,” and “we can do it at scale.”

One particular idea favored by North America’s biggest brands today, especially in fashion, apparel, and cosmetics, is hosting a DJ in-store during regular shopping hours. This is an innovative and engaging experiential activation that provides customers with an exciting shopping experience, and resonates strongly with the interests of those in the key Gen Z and Millennial demographics. A visit to a store with a DJ playing music instantly transforms it into an exciting and lively place. Having a DJ present creates a sense of community where everyone can enjoy themselves without judgment or criticism. The right mix of music helps customers feel comfortable enough to express their unique style and experiment with different clothing choices.  Not only does this encourage them to stay longer, but it also helps build a relationship between them and the brand.

Though common stereotypes about the horrors of engaging entertainers on a large scale might be enough to keep this initiative off the minds of certain brands, one vendor has made it a breeze for brand partners for over two decades. With Scratch Event DJs, utilizing DJs in-store is the easiest way to event-ize a space for customers and guests. Scratch has worked with the most influential brands to create private launch events, pop-up experiences, interactive product showcases, and more. Scratch’s client service team efficiently and reliably curates high-quality, professional DJs anytime, anywhere from the world’s largest network of DJ talent.


If you think Scratch Event DJs could energize your brand, read more about 

How Retailers Can Look to Squad Shopping to Tap Into the Power of Collective Buying

Brands need to create a bespoke music strategy to maximize customer impact. Music can emotionally connect with shoppers and create experiences that are worth the trip to the store. When done well, it can turn a retail space into a destination in its own right.

“Whether you realize it or not, music and sound are defining your brand experience for customers.” That’s the message from 

 of Made Music Studio in their guest piece for Retail Touchpoints. Carmona is a multifaceted producer, mix engineer, artist, singer-songwriter, DJ, and music curator and supervisor, who has created audio experiences for clients such as Amazon Music, Frito-Lay, American Express and Fast Company.

Rich, thoughtful soundtracks that amplify the brand’s personality, values, and culture set it apart from competitors. Much like a good story, the use of music should be engaging, thought-provoking, and memorable. Some tricks to executing this strategy include understanding the emotional response to sound, knowing what genres of music to use, and selecting the right songs.

According to Carmona, there are 3 main tenets brand should be prioritizing when crafting the right in-store audio experience:

To take the experiential element up another level, many brands accentuate their music strategy by featuring a DJ in-store during special shopping events or periods of peak traffic. These professional curators are experts at “reading the room,” seamlessly weaving together genres and styles to generate the desired energy.

Scratch Event DJs has worked with brands for over 2 decades to maximize any store environment. The company utilizes its expertise and unrivaled DJ network to produce scalable, reliable, cost-efficient experiences that increase traffic, dwell times, and resulting sales.

Read more about Carmona’s essential music strategy tips for retail brands 

If you think Scratch Event DJs could energize your brand, 

Article Feature: The Importance of Music Curation to Retail Brands

January 25, 2024