While some customers prefer the ease and convenience of online shopping, many say they still prefer the physical act. Customers are looking for an experience; the sights of retail fixture displays, engaging installations, the scents of your store, and namely: the sounds associated with in-store shopping. In fact, did you know you could actually manipulate sounds into giving your customer’s a better shopping experience?
Studies show that the volume, genre, and tempo of the music you play in-store can have a direct effect on your customer’s behavior.
So how does music factor in? One study conducted by the Association for Consumer Research shows that music may actually affects the behavior of customers. During this study one restaurant played both calming and up-beat music during mealtimes. The results showed that patrons dining to the slower, more calming music stayed significantly longer than those who dined during the fast-paced beats.
Another amazing study, in which a wine store played predominantly French music, showed that the customers were more likely to buy French wines than any other types. In short, music has a direct effect on both how long your customers will shop and on how much they will spend. Here’s 2 simple ideas of what you can you do to make your customer’s hearing experience the best one possible.
#1. Consider Your Target Audience
It is always important to keep your target consumers in mind when choosing your music. For example, playing club music at a store tailored to mature fashions simply will not work, the same way that playing Frank Sinatra at a store designed for teenagers isn’t likely to land many sales. Nobody wants to shop in a store that is playing music they deem annoying, and while you can’t please everyone’s personal tastes, keeping your target audience in mind will be mutually beneficial for both you and your customer.
#2. Be Mindful Of The Volume
There aren’t any shoppers out there who will appreciate being bogged down or chased out of a store because the music is just too loud. Music at the proper tempo and volume will allow customers to think with a clear head while moving through your store at a comfortable pace. That being said, some marketers insist that in stores tailored to younger clientele, loud music can often act as a stimulant – which studies show can weaken self-control and lead to more impulse purchases.
Music affects the body in all sorts of ways, from increasing productivity, fighting fatigue, reducing anxiety, boosting the immune system, and helping customer’s decide whether or not they want to come or go. Give your customer’s the most comfortable shopping experience possible by staying mindful of the type of music you are playing in your retail environment, as well as how loud you’re playing it.
RMSe will continue to serve retail environment professionals with our outstanding service and industry knowledge but the RMSe brand and website will be merging our services under BDS Marketing. BDS Marketing will soon incorporate RMSe under one brand and encompass everything you need as your trusted retail advisor. Keep following the latest industry new with RMSe until our merge, but make sure to stay connected with BDS Marketing to learn more at www.bdsmktg.com.