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You might notice it sometimes but it’s usually unobtrusive, discernable only if you stop what you’re doing and concentrate on it. It’s the background music that accompanies your visit to many retail stores and restaurants around the world.
Clinical research indicates that a store’s atmosphere affects the emotional states of consumers by appealing to the pleasure centers of the brain. Customers who listen to music they like are more likely to stay in stores longer and make return visits, according to data gathered by Mood Media, an Austin, Texas-based sound design agency that specializes in music for public spaces including those operated by Dunkin’ Donuts, The Home Depot and Wendy’s.
“Retailers with a sound knowledge of how in-store music influences shopper’s attitudes can harness its powerful effects on the human mind,” says Tampa, Fla.-based Spectrio, a customer engagement specialist firm. “Choosing music for your shop involves sending shoppers the right message: you want them to feel positive and confident in their shopping choices, living in the moment and excited to make a purchase.”
Setting the mood
Researchers generally agree that slower, more leisurely music causes shoppers to spend more time contemplating their purchases and enjoying the atmosphere. Up-tempo or fast-paced music encourages quicker shopping.
The type of music can matter as well. For example, classical music projects an air of expense and quality, suitable for expensive merchandise such as upscale fine foods. Top 40 pop music might be ideal for teenagers, whereas country music could be the best enticement for shoppers at outdoor clothing stores.
“A bookstore may benefit from mellow music played at low volumes, which lets customers peruse books before buying them. A clothing store wishing to project youthful energy may opt for upbeat music at higher volumes,” reports Shopify, a Canadian company that provides online infrastructure for a global retail clientele.
Some retailers let store managers make the musical selections, while others engage third parties such as Mood Media. Streaming playlists might change quarterly, weekly or even daily for variety that improves the shopping experience – and helps employees avoid monotonous repetition. Many retailers choose music that matches holidays and other seasonal events.
Store operators might need to obtain a license from one of the performing rights organizations that govern most popular licensed music. But that expense could very well pay off in a big way.
“When done right, retail stores’ music choices can drive customer engagement and lead to increased sales,” Shopify says.
Spectrio adds, “Music is a powerful tool for retailers. You can encourage customers to feel positive, confident and happy in their purchases.”
