By Ronal Ross (Guest blogger)
We all know a thing or two about the magic of music, don’t we? It piques our minds and makes everything come to life.
But, how do retailers use it to make a mark and set their place in our hearts, minds and pockets? Let us find out with these small yet astonishing techniques that make us do so.
1. Customers Spend More Time If The Music Is Familiar
Have you ever walked into a store and thought for a second, “Wow, this is my playlist! I can spend some more time here.”
Yes, it is one of the tricks that retailers love to follow. Time flies by when we listen to music, and this is a leverage for them. It is pretty fool proof as more time equals more potential sales.
2. Music Sets The Mood
The type of music you play depends on the type of product or service you sell. For instance, when you enter a restaurant, calm and soothing music that doesn’t take up much headspace is used.
On the other hand, if you step inside an H&M or a Zara, you can very well listen to the songs trending on the charts, like the clothes they sell. It sets the mood and perception for them and can be a dealbreaker if done wrong.
3. Compels To Make Quick Decisions and Spend More Than Planned
Beats make you groove and chill. The sound of gongs or the strumming of the guitar in a variety of ways cause so many responses. They also decide the pace at which we do things.
According to various studies, music with a higher pace makes people move faster around the store. It compels them to make quick decisions. On the other hand, slow music makes you hang around for a while, chill, and thus maybe buy more than planned.
A study conducted by Ronald E. Milliman in 1982 gave a general overview regarding the positive effect of the tempo of background music on sales and traffic in stores.
4. Helps Target A Specific Audience
Do you want to know how your customer base’s nature is and to what segment they belong? The best way to do so is by monitoring their reaction to the kind of music your store plays. It helps in segregating the target consumers because if they don’t like the music you play, they most likely won’t be a fan of your brand.
5. It Affects People’s Perceptions
Let us look at a couple of instances where music majorly affects people’s perceptions, thus sales as well.
If you enter into a spa or a mindfulness class, the first thing you feel is the ambience. The tongue drums make the perfect background music for relaxing and taking a break from your busy lives. You can check out a review of tongue drums here if you’re curious to know more about how beautiful they sound.
On the other hand, walking into a luxury store like Gucci or Balenciaga, you will encounter sophisticated jazz or classical music. This is a very subtle cue that speaks volumes about its brand and legacy. We automatically associate these music genres with elegance and luxury.
6. It Enhances Productivity
Now, let us talk about some facts.
According to a concept called “stimulus production” given by a very prominent ex-company Muzak, background music enhances productivity in offices. This concept was then imbibed by retailers over the decades to boost sales.
Music helps in making deeper connections with brands, thus making them a part of our memory. Sometimes we are more likely to drop by a particular store over the others due to this faint memory.
7. Perfect Tool To Boost Engagement
Word-of-mouth marketing is a game-changer for every retail company, and you can make the most of it in your business. Music is a perfect tool for you to up your engagement and sales game.
8. Need Of The Hour
In the era of e-retail being a convenient solution to our demands, brick-and-mortar needs an extra boost that makes people want to make physical efforts. Music can be a big part of it if used wisely.
Not only is it cost-efficient, but it can help to get traction on social media by positive feedback and viral videos.
About the writer:
Ronald is a guy who loves music and understands how the global markets work. He is a freelance writer currently working with loudbeats.org to do his part of helping musicians find amazing and trustworthy resources to enhance their career.
Celtic Music Fan 