The influence that music has on shoppers in a store has been discussed over and over again; still, this topic arouses a lot of interest among sellers, because it is known that music is a stimulus which has one of the most powerful influence on customers’ brain, and it is, by default, one of the most important things to be taken into account when it comes to create an atmosphere.
If the atmosphere that was desired is created, your customers will have a better shopping experience, and you have more chances that they’ll leave your store with the wallets emptier. For this, you have to know that a store’s atmosphere is both affective and cognitive.
Experts which have done research in this domain, like Donovan and Rossiter (in 1982) and Mehrabian and Russel (in 1974), have established that the affective part has its components, which are: pleasure (feelings such as contentment, happiness, satisfaction), arousal (stimulation, excitement, agitation), and dominance (control, dominance, influence); the cognitive part is represented by the information rate (such as novelty, variety, density, size). A store’s atm’s affective dimensions are affected by a combination of stimuli: color, music and crowding.
Emotion is a factor which influences one’s subconscious level, so, when it comes to the affective perspective, it’s the main factor. In fact, emotion acts as an internal motivator, directing the moves of your clients; so if you want to know how to keep them in a good mood in your store (this being in your interest, of course), you must understand the psychology of this.
It’s normal for a person to judge a product based, between other factors, on the mood they’re having when they first lay eyes on it; it’s not rocket science. Pleasure and stimulation are enclosed in an individual’s internal state. This being sad, you have to know that different degrees of emotional engagement will lead, therefore, to different levels of emotional response.
In order to manipulate the affective responses of your clients, you might think about using store environment to enhance product perception. Oh wait, did I just say you “might” think about that? I meant you MUST take that into consideration! Because it might be easy to manipulate emotional aspects artificially. And it is very important, as a positive influence of affective pleasure can extend the purchasing time in terms of consumer involvement and gaining customer share.
Music is, maybe if it’s sometimes underrated, a key element in a store’s retail mix. When it comes to getting people into a good mood, the right music has the potential to do this; it also (re)defines your brand’s image, attracts customers and upturns sales opportunities and revenue.
In other words, it’s all about creating the right atmosphere – and the desired atmosphere is the one which ensures the greatest shopping experience for your customers. Because, as the competition from e-commerce is getting stronger, the quality of the shopping experience has become one of the key differentiators for physical stores. And, as I already told you, music plays a big role in creating and enhancing the retail experience, to the point that four out of five small retailers believe that they would actually damage their store’s atmosphere if they stopped playing music – seems logic, doesn’t it?
It’s been said that music shapes consumer behavior. It is generally thought that it has a positive effect on customers, bu it has been discovered that sometimes, music can have a negative effect or it can even not affect at all the customers. This depends a lot on the type of music you’re playing in a store.
The right songs can increase your store’s sale, but “cringeworthy” music can drive customers away. So, while there are songs you can totally play to ensure that your customers will shop in a good mood, there are also some songs that are just inappropriate. So listen carefully, because in the following lines I am going to present you a list of 12 songs that are really not recommended to be played in your retail store.
#1. “Lost in the Supermarket” – The Clash
I think this could easily be the first one in a top of songs that should not be played in stores. I mean, first of all, the title is pretty suggestive. Second of all, the lyrics: “I’m all lost in the supermarket, I can no longer shop happily?” ..well, unfortunately for you, no, your customers won’t..
#2. “Video Killed the Radio Star” – The Buggles
Just listen to it. It’s pretty cringy for a store, isn’t it? On a scale from 1 to 10, it might even go to 10.
#3. “Without you” – Mariah Carey
Umm..you really want to make your customers cry?? No, I didn’t really think so neither.
#4. “Anaconda” – Nicki Minaj
Does it really need a description?? This song is way too cringy for everyone who has ears, not just for your customers. Anyways, I don’t really think they will enjoy the “look at her butt” part when trying some jeans that maybe won’t fit..
#5. “Let’s Go To The Mall” – Robin Sparkles
I think the title pretty much says it all. But maybe your customers have been blessed with #HIMYM, who knows…just kidding, you shouldn’t play this song in your store, no matter what.
#6. “Kiss Me Thru The Phone” – Soulja Boy
It’s not much to say here. I just assure you that your customers WILL question your taste.
#7. “Crank It Like a Chainsaw” – Family Force 5
Maybe for a Halloween costume retail store. “Maybe” being the key word.
#8. “Shoplifters of the World Unite” – The Smiths
Do your customers REALLY need encouragement?
#9. “Get Drunk And Be Somebody” – Toby Keith
Not really a good advice for your customers, don’t you think?
#10. “Gangnam Style” – Psy
I know, it was a REAL fever with this one. But it’s just over, sorry.
#11. “Why Can’t This Be Love” – Van Helen
First of all, it just has stupid lyrics. I mean, only time will tell if the relationship between your store and your customers will stand the test of time.
#12. “50- Ways To Say Goodbye” – Train
Stupid lyrics, again. I think your customers would find at least one way to say goodbye to your store if they heard this one.