5 Reasons to Start Playing Background Music in Your Store and Attract New Customers
How much attention do you pay to ambient music while you’re out shopping? Most of the time, we’re so used to it being there, we just let it fade into the background. But even if you’re not consciously aware of what you’re listening to, the type of music retailers play can have a huge impact on our mood and behaviors. Maybe because we’re not conscious of it, the subliminal power of background music in retail has been the subject of extensive scientific research.
All these studies show that music is a key element for any store’s branding and sales strategy. The right music has the potential to transform your brand’s image, attract new customers, and increase sales.
Here are five reasons to start playing background music in your store:
1. Strengthen brand associations
How do you want your customers to feel when they interact with your brand? Energized or relaxed? Like they’re in a familiar environment or empowered to try something new? Music is an effective way of communicating your brand identity to customers and evoking their emotions. It’s important that your sound reflects what you’re selling and resonates with your target audience in order to attract passersby and ensure a positive customer experience. Fashion brands, for example, might blast a selection of modern hits to show they can keep up with changing trends. Supermarkets or grocery stores, on the other hand, would be better off slowing things down, to take some of the stress out of doing the weekly shopping.
2. Set the shoppers’ pace
The speed, rhythm, and volume of the music all affect the pace at which customers move around your store. Soft, downtempo music encourages shoppers to wander and browse at their leisure. Loud music with a rapid beat, on the other hand, will get them to pick up the pace.
A 1982 study by Ronald E. Milliman found that tempo affected sales volume as well as speed. When fast-paced music was played, shoppers walked quickly, giving them less time to make impulsive purchases. During his observations, Milliman noted that spending went up by 38% on days when the supermarket played slow tempo music, because customers were spending more time browsing. So, if you’re looking for a way to increase sales in your store, consider slowing the pace and letting shoppers look at their leisure.
Did you know? Background music in retail can affect consumer buying behavior. A 1999 study by North, Hargreaves, and McKendrick reveals how themed music influenced purchasing decisions in a wine shop. On days when French music was played, customers were more likely to purchase French wine, and similarly, sales of German wine went up when German music was played in the store. There’s research to suggest that music can change the way your wine tastes, too!
3. Give your customer experience a boost
These days, with physical stores facing strong competition from e-commerce companies online, the quality of the in-store shopping experience is more important than ever. A 2017 survey conducted by LS Retail reveals that 80% of small business owners believe their stores would suffer if they stopped playing music. The style of music you choose has a big impact on the shopping environment and your customers’ mood. Consider how you want shoppers to feel when they enter your store and think carefully about your playlist in order to create the right environment for your target consumers.
4. Reduce perceived waiting times
Experiencing long queues? Music has the ability to alter people’s perception of time. Play upbeat music in store to make time feel like it’s passing more quickly and “reduce” waiting times for your customers. Digital signage music in the checkout lanes can relieve boredom, anxiety, and impatience – and make your customers more likely to shop with you again.
Entertain shoppers and reduce waiting times even further by playing music videos on digital screens in store. WovenContent provides access to a wide range of music videos, from classic hits to today’s top 10, for retailers to incorporate into their digital signage playlist. Find out more.
5. Improve employee satisfaction and productivity
Background music in retail doesn’t just influence consumer behavior, it can also change the way your employees work. Studies show that music inspires staff to work faster, think more creatively, and complete their tasks with greater levels of accuracy. If you play the right music in store, you will see an increase in morale, concentration, and productivity. Just make sure your playlist has a good range of songs on it. No one working a long shift wants to hear the same few tracks played over and over again throughout the day!
Hit Play on digital music signage for your store
Background music in the retail space can help improve customer and employee satisfaction and grow your sales. Take your in store experience to the next level with audio and audiovisual content from Wovenmedia.
Wovenmedia solutions are a flexible and completely turnkey way to bring the power of video to your customers. From consultation to content creation, equipment delivery, installation, and ongoing monitoring and support. We deliver everything you need to successfully implement and manage your digital signage network. Get in touch with our team of experts today to learn more.
