A study presented in the Frontiers in Psychology Journal stated that music triggers the following four responses among the listeners:
Going above and beyond being yet another source of entertainment, music manages to create a strong impact on the listener’s emotional well being, evoke powerful emotions that trigger progressive decision making, and influence action tendencies.
Every beat and note creates a unique impact on the human brain. Music Psychologists have tried their best to learn about how every genre creates a distinct outcome in the learner’s psyche. Sometimes, they’ve even reached valuable results! It is not unheard of to experience a rhythm make your heart ache while another prepares you to face the day like a tiger.
This profound impact of music becomes relevant to your company’s success if you look at its role in the retail industry.
Just as interior design is part of the in-store experience, music has become an important competitive tool for business owners. “Have you ever noticed that every other retail store has some background music constantly entertaining its buyers and store visitors? What’s the science behind playing tracks at a retail store? Do these tracks influence a buyer’s decision, motivating him to purchase? Let’s dig in a bit about the shopping music and the psychological impact it creates on the buyers.
Based on the findings presented in a study (North, et al., 1999) consumers in a Supermart were exposed to two different varieties of in-store music, the French and German tracks. The results showed the sale of French wine accelerating when the German tracks were played and the German wine sale outshined that of the French wine when the French music was played. This research indicates the influence the right selection of audio branding on a store’s success.
Music can emotionally stimulate a listener changing his relationship with time. It can make a person perceive the duration of time to be moving faster or slower. That’s why in every waiting room a certain genre of music is played to keep the visitor distracted while reducing the subjective duration of time he spends at that place. People tend to stay for longer without panicking or getting restless. The Soundtrack Your Brand presented conducted a study in a department store to show the impact of background music in enhancing the shopping time of a buyer. The results clearly showcased how different music was impacting the total time a consumer spends in your store. Youngsters tend to spend more time in an outlet if the background music is slow and calm, preferably instrumental tracks. However, the group of audience with buyers aged over 50 years prefer pop music with a more cherishing rhythm.
A famous research named Miliman (1982) showed a staggering increase of 34% in the time a buyer spends in a supermarket having impactful background music which led to a boost in the overall sale. Music tends to hold the attention of a buyer. It indulges buyers in the aura of the store garnering their concentration thus ultimately converting a visitor into a prospective lead.
You cannot switch between your playlist and predict a prosperous outcome in terms of increased sales in your store. You have to stick to a single genre and stay consistent with it. The purpose of using music in the background is to capture the emotions of the listeners. Leave a lasting impression on them by building an emotional connection. They should be drawn emotionally thereby upscaling a store’s progress.
Positive moods increase the probability that individuals will engage in behaviours with expected positive outcomes, and decrease the probability that individuals will engage in behaviours with expected negative outcomes.”If you are eager to find out how does music affect your mood, attend an uninteresting event with ear pots connected to your favourite playlist. You will find out how easily music can set you in the mood. Music can help set the mood of your consumer. You may have to dig up a little to learn about the appropriate preferences of your target audience based on the age, geography and gender. Create a playlist that has the power to target the diverse group of audience to reap prosperous outcomes. Now the real trouble is finding the right track that leads to creating a favourable influence of music on mood. For instance, a study presented in 2000 showed that playing a popular music track has a negative impact on the store’s sales. The popular tracks create a distraction. Your buyer would get indulged in the track rather focusing on the products displayed.
The tempo of your music creates an impact on consumer behavior as well. A track with slow tempo might ignite boredom and dullness among your buyers whereas an over-energetic tempo can ignite a feeling of panic. An extract from the Milliman study showed the impact of tempo on a store’s sale. “In this study, the average gross sales increased from $12,112 for the fast tempo music to $16,740 for the slow tempo music. This is an average increase of 38%.” And about the consumer’s behaviour in the store, it stated, “Customers moved slower when slow music was played, taking 128 seconds, and faster when fast music was played, taking 109 seconds.”
Music is therapeutic. It can make you do things you might not have ever imagined. It can alter you believes, persuade you, makes you witness different emotions at the same time producing your targeted outcomes. So, to create a lasting impression on your buyers it’s imperative to select your music wisely keeping the preferences of your target audience into consideration. Remember not to fall for your favourites as its about building up your brand recognition. Opt for tracks that can entice your buyers and sketch an inspiring image of your brand.
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