The Sounds Of Success: Using Music In Retail
Many retail outlets across the world, from fast-food, to fashion, restaurants, bars, gyms, garages and much more, use music at their place of trade. Some stream radio, others have specific CDs and digital playlists. The style of music will depend on the business as well as the time of day. Such uses of music are strategic and not simply down to chance.
Music affects our mood and behaviour. For example, calm relaxing music, such as classical, will allow us to feel relaxed and at ease. Pop music tends to excite us, but it all depends on the tempo. Music of a low BPM will causes us to react slower, and enjoy a more subtle pace. Notice the music played in many shopping malls as well as shops during quiet times of day, the music is slower and more ambient.
The slow tempo encourages us to browse and spend longer in store. In a restaurant environment, the slow music will create a relaxed atmosphere where people would eat slower. The slower people eat, the longer people spend in-store, which from the outside would appear busy to passers-by, who’d often react with curiosity, hence creating more custom and therefore attracting more business.During busy times of trade, music tends to be faster, with a more uplifting tempo. An example of this is fast-food restaurants and supermarkets. The upbeat pace of the music will encourage people to shop and eat faster and inevitably, filter through queues a lot quicker, processing business more efficiently.
Research by MusicWorks, suggests over 76% of customers feel more relaxed when music is playing, 81% believe music helps workplace morale and 72% say that a shop that plays music is more inviting. It is a very simple step that has profound rewards.
McDonalds is an example of using music in a retail environment, and adapting the style depending on the time of day and the frequency of customers. Music has tremendous effects on the brain, hence why music is commonly used in therapy. Music can trigger secondary, and often involuntary reactions. Not so much as dancing, which is a conscious action, but simple tapping feet, or even shuffling along rather than walking normally. The brain can often visualise ideals when listening to music, a response by the visual cortex. In other terms, music is a stimulus that evokes thought and imagination.
For retailers, choosing relevant music to the brand image and the products available can really make a difference to the consumers response. In the majority of retail environments, pop music is used. The reason being is that music that is generally perceived as ‘happy’, uplifts the mood of the listener and helps release the chemical dopamine. This is known as a ‘happy hormone’ which we experience when we receive pleasure. For retailers, this is ideal to keep your customers happy, allow them to enjoy their experience and in turn, feeling more comfortable to spend more time and money.
Here at Witch Creative, we will help you create a positive and engaging retail experience, helping you connect with your audience and make long lasting impressions to ensure an immersive and rewarding customer experience.