MUSIC – FOOD FOR THE SOUL…AND BRAIN
It is said that music is the universal language of mankind. The most subliminal and subtle I might say. We are constantly surrounded by it in various forms and no one can deny its power of conveying a message. It soothes us in times of pain, it stimulates our senses and pierces so deeply that reaches to the bottoms of our hearts. But, we neglect the real effect that music has: the ability to strike numerous cords in the cortex of our brains.
Big time, even. It cuts deeper than color or smell as it silently tricks our synapses and affect the way we feel, think and of course…buy things. Yes, you heard me right. Do you want to know how? Well, music is one of the most effective elements in retail strategies as it can manipulate the buyer’s behavior in the most pleasant way: titillate their hearing senses while showcasing your products.
From energetic and funky to ethereal and soft, music genres have a piece for each and every one of us. But you need to be very careful when it comes to choosing the ideal music for your stores, depending on the field you activate it. One study from the European Journal of Scientific Research suggests that music at a louder volume makes people rush through the store, distracting their attention from the actual items, whereas slower and quieter music makes them linger and enjoy what they listen, increasing the chances to purchase something.
For example, commercial music might influence you to buy on the verge of impulse, quite clever right?What happens when you own a jewelry store? The options you have started to diminish but do not panic (you have the disco for that). Here I present you a simple guide where I tell how to mix and match the tones in order to create an idyllic atmosphere for your clients and employees as well:
YOUR BRAND SPEAKS VOLUMES
#1. What are you selling? It is very important what vibe you want to transmit to the public and to the potential buyer, as you are creating your staple image. And that represents all the elements you are adding in order to create the final result. Maybe you are a metal/rock inspired retail whose main products are made of steel, iron, leather or brass so the gender of your clients can be bivalent. You need to choose something classic, universal and timeless, something that everyone can enjoy.
Although you want to be a little more badass, do not exaggerate, less is always more. Dynamism is required but you do not want to bombard your client’s sensible ears. Although they are fierce metalheads. Here are a few suggestions of what they can enjoy: https://www.youtube.com/watch?v=2X_2IdybTV0&list=RDQMNTQNIdrcgSY.
Loud guitar solos are not your thing? Then you are probably selling more feminine and delicate jewelry. Handmade wood crafts, sterling silver, mystical crystals or sparkling, eye-catching charms. If you said yes to at least one of the forementioned elements then I got you covered as well. We all wonder at the raw beauty of a unique piece of jewelry but when we have the right music in the background the experience is even more magical.
You should go for calming, soothing and soft tones almost ambient in order to create a peaceful and relaxing atmosphere that can make your buyers stop and stare. Either we talk about the big guys such as Mozart and Bizet or simply create a playlist of chill music, the objective is the same: your clients must feel good. At one point you might just recreate a bird-singing background and pretend you are in a forest. It is up to you. It creates an opportunity where they can get away from it all and evade from the mundane. Whole-heartedly recommended:
#2. To whom are you selling? Another thing that you should take into consideration when you choose the background music for your store is the targeted public : age is a crucial factor when it comes to attracting you clientele. You cannot compare the music taste of a teen to the one of a middle-aged person.
You need to keep a fresh and young tone while being classy and sophisticated. I know it may sound overwhelming but you can accomplish that if you want to attract both of the mentioned social categories of people. Rhytm and positivity, this how you can attract the people, without creating a discrepancyhttps://www.youtube.com/watch?v=fHGSLXLKCv0&list=PLFzLqHBrhKEQ4onVRx4v6CXhIPe4X1IRv
#3. How much of their time you want to buy? The tempo of the music you play correlates with how long customers shop and the speed at which they shop. Fast and dynamic music makes people shop faster and usually shorter, as they want to end with this as soon as possible while slower, softer music allows people to shop more patiently and attentively. So be careful when selecting the tracks on your playlist. Try and meet them at the middle: https://www.youtube.com/watch?v=luM6oeCM7Yw
#4. Different time, different people and tastes – The different times of the day brings completely different kinds of categories of people in your store. Everyone has its own schedule, right? Well, that is why you always need to be prepared. For example, the same shop might find that mornings and afternoons are dedicated to stay-at-home moms or dads who come to shop with their kids, while in the evening, adults will drop in after work.
Then on the weekend, couples or teens might stop by. Depending on the customers who are shopping and what they’re shopping for, the music needs to change. Some choose the radio alternative, do not bother so much, right? Well, not exactly. It is better to choose an option that assures you control of your overhead music. A little bit of imagination and dedication never hurt anyone. Something more unconventional: https://www.youtube.com/watch?v=AU_PuF59E5g
All in all, no matter what type of retail or boutique you manage, it is of vital importance to deliver the right music to your clients, to introduce them in your own scenario. It is like a movie. Watch it without the sound and you will leave rushing, utterly disappointed, asking yourself what in the God’s name you’ve just witnessed.