The Pied Piper Used Music To Boost His Business. Do you?
A study presented in the Frontiers in Psychology Journal stated how music drives consumers by triggering the following four responses among the listeners:
It’s far more impactful than being just a source of entertainment. It creates a strong impact on the emotional well-being of the listener. In addition, Music drives consumers as it evokes powerful emotions that trigger progressive decision making.
In stores, overhead music influences consumers’ action tendencies. Every beat and note create a unique impact on the human brain. If you ponder on deep music psychology, you will learn how every genre creates a distinctive outcome. A certain rhythm fills your heart with sadness while the other one rejoices with its sweetness. The profound impact of music becomes evident if you look at its role in the retail industry.
How Overhead Music Drives Consumers Of 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 visitors? What’s the science behind playing tracks at a retail store? How does the overhead music influences consumers’ decision, motivating them to purchase? Let’s dig in a bit about shopping music and the psychological impact it creates on the buyers.
Based on the findings presented in a (North, et al., 1999) study, consumers in a Supermart were exposed to two different in-store music- French and German tracks. According to the results, with German tracks, French wine sale accelerated. However, with French tracks, the German wine sale outshined. Hence, the right audio branding greatly impacts a store’s success.
Enhanced Shopping Time
Music can emotionally stimulate a listener changing his relationship with time. It makes a person perceive the duration to be moving faster or slower. That’s why every waiting room plays a certain genre of music to keep visitors distracted. It reduces the subjective duration of time they spend at that place. Not only this, people tend to stay for longer without panicking or getting restless.
The Soundtrack Your Brand conducted a study in a department store. It shows the impact of background tracks to enhance the shopping time of a buyer. The results clearly show how different tracks impact the total time a consumer spends in a store. Youngsters tend to spend more time in an outlet if the overhead track is slow and calm. They prefer instrumental tracks. However, buyers over 50 years prefer pop music with a more cherishing rhythm.
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 auro of the store garnering their concentration thus ultimately converting a visitor into a prospective lead.
The Emotional Connection
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. Moreover, 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.
How Overhead Music Helps To Set The Mood
“Positive moods increase the probability that individuals will engage in behaviors with expected positive outcomes, and decrease the probability that individuals will engage in behaviors with expected negative outcomes.”
If you are eager to find out how does rhythm 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.
In addition, 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 track has a negative impact on the store’s sales. Furthermore, popular tracks create a distraction. Your buyer would get indulged in the track rather than focusing on the products displayed.
The Music Tempo
The tempo of your music creates an impact on consumer behaviour as well. A track with a slow tempo can ignite boredom and dullness among your buyers. On the contrary, an over-energetic tempo can ignite a feeling of panic.
Furthermore, 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 like therapy. It can make you do things you never imagined. It can alter your beliefs and persuade you. In addition, it can make 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 track wisely keeping the preferences of your target audience into consideration. Remember not to fall for your favourites as it’s about building up your brand recognition. Opt for tracks that can entice your buyers and sketch an inspiring image of your brand.