With so much competition from online shopping, the retail experience has to be an enjoyable one for shoppers, and music can play a significant part in creating the kind of atmosphere that customers will want to return to. However, it is important to think of the customer and choose music that will enhance their time in the store, rather than reflect the owner’s tastes, which may not align with the business.
Music for business is a serious enterprise, as effective choices mean more sales and increased revenue. Research has demonstrated that the wrong kind of music can not only make shoppers unhappy, it can drive them out of a store vowing never to come back. The absence of music can also have a negative effect on customers.
Music can have a large impact on mood and energy, so good choices can boost the morale of staff and even make them more productive. It will also make shoppers stay in the store longer and more enthusiastic about returning. According to this report in The Guardian an appropriate soundtrack creates an ambience, makes people feel happier, and also relaxes them.
Know your customers
The music in the store should reflect the products and the clientele. A bright, poppy playlist might be just the thing for a shop selling fashion and accessories to young girls. If it is streetwise fashion then R&B or hip hop might connect with the clientele.
In one study, classical music and pop music was played at different times in a wine shop. Classical music tends to be associated with sophistication and elegance, and when this selection was played the customers made more expensive purchases. If your store sells high-end merchandise, choose a soundtrack to match.
If you would like to know more about the applications of music for business then it would be a good idea to consult experts in this area such as http://moodmedia.co.uk/in-store-music-for-business/ who can give you options and helpful advice.
The volume is another factor that needs to be carefully calibrated, and this can vary for different shoppers as well. Generally, the music needs to be loud enough for customers to enjoy it, but not so loud it exhausts them and makes them leave. Getting it right is tricky, but worth it.