Store owners (big or small) must use various marketing strategies to increase sales and make profit. Various types of background music can affect the behavior of shoppers. Yet, it is not that easy to select the appropriate music volume and rhythm for retail shops. The first step is to choose the melody that matches the kind of establishment you operate. It is also necessary to determine how you want people to feel while shopping.
Tempo is Important
Music tempo is capable of controlling customers. Research findings revealed consumers will stay longer and enjoy the store’s pleasant ambiance if the music is slow and relaxed. Fast music leads to quick shopping. Customers tend to leave the shop right away. The first strategy is obviously more effective in terms of sales generation.
Another point is variety modifies the views of customers about the retailer’s outlet. For example, old tunes project an atmosphere of quality and luxury that can encourage people to buy expensive goods. Adapt the music genre according to the target market. For small retailers selling teenager clothes, the best option will be pop music. On the other hand, country music is appropriate for outdoor clothing shops that cater to males between 30 and 50 years old.
Effects of Music Tempo
The cadence of background music changes the value of time. Customers listening to soft music attentively feel a more positive experience even while waiting for their turn to speak with a customer service employee of pay for purchases. The kind of setting does not matter for as long as the mood is comfortable. Music increases the worth of time. In other words, people do not mind waiting longer provided the background melody is pleasing to the ear.
What is the kind of music that store proprietors need to play in their outlets?
Tempo and volume can affect traffic flow a lot. Earlier, the suggestion was to play slow rather than fast tunes with subdued volume. However, some store proprietors claim loud and quick beats are ideal before closing time. This technique pushes the last group of customers to checkout counters more rapidly.
In a small supermarket in the United States, the owner decided to play a variety of music with different tempos on a daily basis. The store staff monitored the speed of customers while shopping and recorded everyday sales as well as profits. Shoppers moved around rapidly when the background music was fast-paced. Slow-rhythm melodies produced an opposite effect. These slowed down people as they shopped and bought more items.
Ambient music in classical tempo (instrumental) is connected to class and style. The question is whether the store manager can convince patrons to spend more by playing classical hits. What about a combination of classical, pop, country, and other beats? The strategy can work but marketers have to look at other factors that shape and improve consumer behavior like variety of goods, prices, lighting, arrangement, size of establishment, and quality of merchandise. Nonetheless, music will have more influence on customers if these other elements are considered.
Take into account this recent study. During the holidays, jolly Christmas songs were played in some small retail establishments. Meanwhile, others chose to focus on Christmas decors and scents. The result was smell and decorations had less positive effects on the behavior of customers compared to music. Scents, ornaments and music combined generated a more consistent and positive outcome with respect to customer purchases. Indeed, the correct selection of music will certainly reinforce the message that retailers want to convey. In the end, music with other components underscores the effects on the whole shopping experience of consumers.
Choice of Background Music
The key is to choose the background music that will match with the type of merchandise and brand image of stores. At the same time, consider demographics and social status of customers. These are some questions for the shop owner:
- Is the objective to boost overall amount of sales?
- What is the customer’s dwelling time?
- What is the turnover rate of shoppers?
- Do you want to lead buyers to discount or sale products?
The retailer needs to align the selection of background music with the business trademark, target population, and range of goods. Minor differences in the store environment will significantly influence the way shoppers make their decisions.
Too much of anything does not produce positive results. This maxim also applies to music volume. In retail stores, there should be background music but this needs to be moderate. This will enable customers to focus on the merchandise without any distractions. Adjust the volume accordingly for preferred results. In most cases, high volume turns off buyers since it impacts the so-called stress system. Worse, this can cause misunderstanding among customers and store employees. Therefore, take not that volume also plays a crucial role in customer behavior.
Music in Combination with Sensory Powers
Music by itself cannot influence shoppers. It has to work with other factors. Small retailers must also arrange their goods in such a way that these will be easy to look for. Merchandise should be appealing to the visual pleasure of consumers. This will urge them to browse and shop more. Engage the customers’ audible senses by persuading each one to touch products on the shelves and eventually get some to bring home.
Music is a very potent retail medium. It promotes confidence, happiness and positive vibes among all people who come into a retail store. Just make sure that you choose the right tunes, tempo, genre, and volume. With the appropriate selection, the store owner has the power to boost spending habits of consumers who walk through their doors.