Any store without background music?
If you're like most people, you probably feel uncomfortable, and after looking around for a bit, you left quickly and headed for a friendlier and warmer store.
On the other hand, have you ever left a store in another store because the music is too loud or disturbing, making you feel stressed and uncomfortable?
Music, though underestimated in a store's retail mix, is an important element - the right music has the potential to put people in the right mind frame, (re) define the brand image,
attract and increase customers.
Music in your store brings sales opportunities. Here are seven great reasons that playing the right music will benefit your retail business:
1. Build and differentiate your brand
Are you a carefree and comfortable brand? Do you have a family store with a warm atmosphere? Are you lively and energetic? The tempo, volume and style of
the music you play can help you communicate your brand personality to your customers before they even enter your door.
Music is such an effective signal for a brand image that listening to notes from a store is often sufficient to understand the personality of the brand and its products.
Imagine you are in the mall for a suit.
Since they are unlikely to wear formal wear, you probably won't go into stores that play rap or dance music.
On the other hand, if you are looking for a new pair of sneakers, you will probably be attracted to one of the same stores, the charm of the notes.
If you are considering rebranding or rebranding your stores, music can be a powerful tool in achieving your brand goals.
2. Create the right atmosphere
As e-commerce competition has strengthened, the quality of the shopping experience has become one of the main differentiating factors for real-venue stores.
Music plays an important role in creating and enhancing the retail experience;
such that four out of five small retailers believe that when they stop playing music it will damage the store atmosphere.
Studies show that the music you play affects not only the store environment, but also the mood and emotions of customers.
Retailers can make a noticeable change in the atmosphere by changing the tempo and style of the background music.
Analyze the atmosphere of your store, what kind of atmosphere do you want to create?
For example, you can create a fun space with high-pitched pop music or use slow rhythms to create a relaxed and thoughtful atmosphere.
3. Create a custom field
Background music helps create a personal space for customers by masking the sounds of sounds and movements, and gives
them privacy as they move around the store, browse products, and comment to friends or family.
With this in mind, it is not surprising that 99% of the staff working without music in stores think that the
music stores are more modern and attractive places to shop.
4. Set your pace for customers
Research shows that the speed, rhythm and volume of the music in the store affects the flow rate of the customers in the store.
When playing quiet music at low volume, people tend to walk slowly down the corridors;
On the other hand, when loud and energetic songs are played, people tend to speed up in the store. Interestingly, the speed of customer flow does not seem to affect sales.
A smart in-store music strategy will take these effects into account and play different styles depending on the time of day and desired goals.
For example, a retailer may decide to play louder fast-paced music at closing time to encourage customers to walk past the store; conversely,
slow music may be played during off-peak hours to encourage shoppers to wander and explore products longer.
5. Shorten waiting times
Music can affect people's perception of time. A long line will feel shorter if it has good background music.
The principle behind melodies played when callers are on hold is the same. When people have fun, they're less likely to get bored or angry and come back.
6. Encourage people to buy
Research shows that music can affect what shoppers choose and how much they buy.
A 2005 study found that people tend to spend more money on sudden purchases when pleasant music is played.
This effect was present even when people were unaware of the music playing in the store, proving that music has a subliminal effect on their shopping habits.
More interestingly, the type of music played can act as a trigger for certain purchases.
For example, classical music has been found to drive customers to buy more expensive products.
Scientists believe this may be because classical music evokes feelings of high quality and elegance and thus influences purchasing decisions in this direction.
If you have a top-notch store, you may want to consider playing classic tunes as a background for your customers to browse through.
In the frequently cited research published in Nature in 1997, the researcher played various genres of music in a wine shop.
They discovered that while French music played, people bought more French wine; When
played German music instead, people bought more German wine. Surprisingly, the buyers themselves were not aware that the music had any effect on their wine choice.
Your music strategy is designed to support your specific sales goals?
7. Increase productivity
Music in the store is not only for customers , employees and managers also benefit from it.
An effective music strategy can be a great tool to increase staff morale, focus, and productivity. In a 2013 study by
DJS, 77% of companies admitted that their employees were more productive when playing music.
Many scientific studies support that people tend to work faster while listening to music and complete tasks more accurately and creatively.
In-store music can be a great differentiation point for a brand, or a key element in the retail experience for customers.
While the right sound will support a retail brand and connect with target markets, playing the wrong music can have devastating effects.
A study of more than 1,000 customers in UK revealed that one out of every two customers left the store because of disturbing background music.