Business models are undergoing a huge shift. Its no more cliched, rather its customer-centric. Any and every business aims to click with their customers. While brands are experimenting with various techniques of bonding with their customers, the new trend doing the rounds online is music for websites. Israel based startup righTune is busy scoring background music for websites, and enabling online brands to create an emotional engagement with their potential customers. The “A” team behind this awesome idea has Founder and CEO Erez Perlmuter, CTO Genady Trifon, and Yossi Barak, Chief Music editor.
“The most quoted” brand consultant in the US, Robert Passikoff, founder and president at Brand keys, Inc. says “The decision process in brand adoption, engagement and loyalty is 70% emotional”. According to Gallup Organization Research “33% of consumers report that music influenced their decision to make a purchase”. RighTune understood that there was a lot in this sector that was untapped. Websites were rational and logical. They had information displayed on it, but they all lacked the Emotion quotient. When our Tech Journalist got a chance to talk to founder Perlmuter, we took a deep dive into why and how righTune happened.
SFM: Why and how did righTune happen?
E. Perlmuter: The idea of righTunes came from our vast business consultancy work we have done for brick and mortar retailers regarding how to improve their revenues. One of the main tasks was to improve the background music they have used to a more relevant, engaging music. Lots of businesses asked us to implement at their business website the same music they have used at their brick and mortar places. Using our customers’ wisdom we understand there is a huge untapped demand for such a service. righTune was started in late 2010 as a garage based company. The garage was actually a small corner at my apartment in Israel.
SFM: How do you think personalized background music on websites can improve user engagement?
E. Perlmuter: righTune’s relevant music that is heard when viewing a website creates the perfect ambiance on every website and user. We add an emotional dimension to the site’s content and enable websites to connect to their visitors on the deepest, emotional level, which directly affects consumer behavior and increases revenue.
We actually take the common concept of in-store music used in brick and mortar shops & venues and leverage it to the online world. We even take it one step further. While playing music our patented technology tracks users behavior and engagement level on the website. We use behavioral, machine learning algorithm that on-going changes the music for the coming users according to de facto business results. Main benefits our customer experience are increase in: conversion rate, visitors staying time, loyalty engagement level and connecting better with their brand.
SFM: Is there any track limit for each website?
E. Perlmuter: We have a huge music catalog and we compose dozens of different playlists for each website. What makes this service so exciting is that righTune has an ongoing self-learning algorithm that according to actual results continuously adjust the music selection. That way our customer’s website has the most effective music for his business goals. The music improves on a daily basis, so actually you get fresh, enhanced music every day.
SFM: How do you see righTune in the coming days?
E. Perlmuter: Our target market are every business website worldwide. There are over 100 million commercial websites and this number is growing fast.Currently, we are proactively targeting online businesses that already use background music in their brick and mortar places like in hospitality, Spa, restaurants and bars, fashion , niche content websites, etc.
Starting with music profiling, righTune makes sure your website has a fresh song to play everyday, since playlists are changed periodically. Along with these, there’s online dashboard that shows the impact music has on your key business metrics.
righTune aims at 200M commercial websites with an average fee of $3 per month. Some of the other areas where righTune loves to address are Software application and social networks market, gaming applications and mobile based applications.