Music as a marketing tool is not a new concept. For many years, successful brands have used radio jingles and catchy TV advertisements to persuade would-be consumers to get out there and buy products or services. There is no doubt that music can invoke emotion and through that emotion comes action.
There is plenty of science to back the theory. Music affects a person’s physiological and psychological state. This in turn affects the way that they think (cognition) and the way in which they act (behaviour).
In terms of the retail experience, it can be the icing on the cake. According to Professor Adrian North, Head of School of Psychology and Speech Pathology at Curtin University, music is becoming increasingly immersed in everyday life, and we now expect to have music in the background.
In order to communicate image effectively, music for business must ensure that it includes the following four elements into the retail experience.
Slow Down the Tempo
When you are selecting music for your business from a provider such as https://moodmedia.co.uk/in-store-media/, it would be best to select a slow tempo. Research has shown that this encourages people to stay longer in a store. It lowers the levels of arousal and makes visitors move physically slower. This leads to them browsing more products and making more sales.
Turn Down the Volume
Research has indicated that where music is at a high volume people spend less time in a store. On the other hand, it can disorientate some shoppers so they lose track of how long they have been shopping! The optimum volume for any retail outlet will be dictated by the target audience for their products. Unsurprisingly, younger shoppers prefer a higher volume.
Carefully Select the Genre
This is all about projecting a lifestyle that the potential customers aspire to. This will depend on the target market and niche. A typical example would be a sophisticated wine store. Studies have shown that consumers who listened to classical music purchased more expensive wine. Classical music portrays sophistication and status, and this is what the consumers aspire to.
Music needs to be combined with recorded messages and visual marketing tools to create a positive shopping mood for customers so that they will enjoy making a purchase in the store.