Music affects people in many ways. These can be psychologically, physiologically and emotionally. Music is an effective tool for retailers. Any kind of melody stimulates emotions and arouses consumer actions. In fact, it is an essential element of retail experience. It can be considered a cornerstone that store owners need to build. Majority of shoppers look forward to background music even in small stores.
Brands depend on music to convey their image further than the human eye can perceive. Retail marketers use different kinds of melodies inspire customers to look at particular brands and spend the time to study these trademarks closely. There is a so-called volume effect in retail background music. The common finding is loud volume causes shoppers to spend less time inside the establishment. The logic here is retailers must control the music volume so shoppers can concentrate on the products and talk to each other or sales staff comfortably.
Correct Music Volume
Storeowners or managers must think first about the seamless music profile that fits their respective brands. The melody should have the preferred stimulus on perceptions and actions of customers. After this, it is the correct time to set the volume. Loudness can turn music into noise that will cause negative effects on the public.
What are the possible consequences? One is speech precision. It is important for store employees to connect and converse with customers clearly. Loud music will obscure their conversations and even anger them. The deafening volume also affects time perception. Again, research revealed increasing volume accelerates time or average length of visit is shortened. Gentle melodies induce people to consume more time in shopping. The absence of music and earsplitting sounds results to brief stay in any store.
Consider buying experience as against the aspect of functionality. A number of shop owners believe music is meant to introduce a particular experience. It is not always a case of faint background tune playing inside a store. Take the case of boutiques that sell clothes, footwear and fashion accessories. This type of outlet makes use of louder music to impart an explicit subculture likeness. Subcultures refer to standards and values which are different from the mainstream and possessed by groups within broader society. It cannot be determined if this bolsters branding experience and transactions or destroys it.
What does this mean in the retail point of view? Music should be lower in terms of volume if it is utilized to accomplish functional targets. These include getting the most out of shopping time, readiness to spend cash, and building customer contentment. It is easier to apply boisterous music technically instead of soft tunes. This is just fine in case the sounds are acceptable such as high output sound systems. In the fashion department, more loudspeakers will do the job well.
On the contrary, it is tougher to implement soothing melodies correctly because the level of sounds in the average store surroundings is fairly high. This means muted melody is overcome in the selling area where there are many customers. This is a normal issue in small grocery outlets and supermarkets which frequently results in confusion. Ironically, some store proprietors add extra speakers but tone down the volume. This produces a consistent acoustic background. In short, the volume may be reduced without giving up the musical content in the long-term.
Opinions of Shoppers
What do shoppers say about music volume in their favorite shops? Some say earsplitting background music compels consumers in supermarkets or groceries to walk around faster. Yet, this does not decrease the number of sales. Meanwhile, low rhythm sounds cause people to purchase more. Old music is a favorite and even influences shoppers to purchase expensive items. For many of these consumers, minimal volume motivates elderly folks to linger around, look at products and buy things that catch their fancy. The younger generation will go for upbeat songs at a higher volume.
Some walk-ins also do not mind the type or the loudness of music being played. The truth is these individuals simply want to relish the melody, cool temperature, beautiful layout, or pleasant ambiance. However, it is a positive development for storeowners considering that these persons will eventually turn out as buyers. The clever retailer will analyze reasons for playing music in retail establishments and how these impact consumers as well as employees.
No Perfect Answer
There is no flawless solution for making a choice when it comes to the right volume in any retail outlet. The answer will most probably depend on target audience attributes of the brand and merchandise. Marketing experts in this industry do not stop in conducting research studies regarding this concern. The standard age of shoppers must be a central point in resolving music volumes. Teens prefer raucous music while shopping which is not true for adults. Said discovery is parallel with marketing issues in today’s generation.
The aforementioned discussion and facts give a reliable foundation for the implementation of background music in retail spaces. At the end of the day, the correct strategy facilitates an affirmative experience for all kinds of consumers. Music indicates the trademark’s qualities and capitalizes on opportunities to be in touch with people who enter the store. Smart entrepreneurs in the retail sector must bear in mind said building blocks.
Scenarios change but the principles remain the same. Target audiences evolve most of the time. This can happen daily, weekly or monthly. In the light of these conditions, retail store owners must be flexible enough to cope with all changes and trends. It is all about music variety, tempo and volume. These are crucial in ensuring the success of your retail establishment for the long-term.