Music Has The Power To Influence Buying Behaviour
Ever walk into a store and suddenly felt your mood change? Playing background music in a business is not just a matter of picking a few songs – there’s a science to it.
For years researchers have tried to understand the relationship between music and behaviour. According to the Mood Media study, music has the power to positively or negatively influence shopping behaviour. The right music puts customers in the mood to buy.
In the highly competitive retail industry, how do brands use music to drive sales?
Curating Your Signature Sound
Many businesses make the mistake of picking music according to personal preferences, instead of selecting music that drives results. The key is to express the values and spirit of your brand through music that complements the atmosphere you would like to create.
The nature of the business and subsequent target market has a great bearing on the kind of music chosen for a store. A youth-focused fashion retailer will have a different sound to a high-end boutique. Curating a signature sound is also about inspiring a certain mood in customers. Classical music, for example, gives the feeling of luxury – and as a result, entices customers to spend more money.
Type of Music
The relationship between music and behaviour goes beyond lyrics. The tempo, volume and style of music played in store can help a business to communicate the brand identity and message. Finding the right balance is in identifying the purpose of the music.
Aside from affecting mood and behaviour, music also affects the perception of time. Influence the customer flow by speeding up or slowing down time using the rhythm and speed of music as a guideline. The DMX music interface allows brands to schedule different types of music to play at different times. Speed up movement during closing time by playing faster music; or use slower music to encourage shoppers to browse during off-peak times.
Music and Customer Experience
The growth of e-commerce is putting brick-and-mortar retailers under pressure to create a unique shopping experience. An elevated in-store journey drives customers to shop in a physical store vs. online.
Creating an environment where customers want to spend their time and money, should be a top priority for every brand. One of the most effective ways to achieve this is through background music. It’s not just music, but the right music that creates an impact.
85% of customers cite background music as the number one factor in uplifting their mood and encouraging them to stay longer in a store. The positive impact of music allows customers to connect with the brand on an emotional level, improving the sales journey and encouraging repeat visits.
Leave it to the experts. DMX can help your brand use the emotive power of music to create elevated customer experiences and drive sales. Send us an enquiry through our website or email us at [email protected].