Many studies have shown that music has the powerful ability to influence how people feel. This is valuable knowledge for anyone in the retail industry because the music you play changes the experience your customers have in your store.
But what many people don’t realise is that music even has the ability to influence customer buying behaviour. By adapting your music selection to certain retail trading patterns you can influence how your customers shop and increase store revenue.
How do trading patterns work?
Different types of customers will visit your business throughout the week. And depending on the time of day or the point in the week when they visit, they will be looking for a certain atmosphere.
For instance, if you run a small boutique, you are likely to have a more mature customer base during the week. They will most likely want background music that is mellow and might find loud or fast music off-putting.
Whereas on the weekends, you’ll probably get a younger crowd in your store. In this scenario, you might want to choose pop music that is more upbeat and energetic. The key is to recognise the atmosphere your customers will be seeking and use it to your advantage.
How music affects shopping behaviour
Identifying certain trading periods and choosing the right music has a direct impact on a business’s revenue. For instance, let’s look at this study on how background music affects the shopping behaviour at grocery stores.
Marketing professor Ronald E. Millman found that the tempo of a store’s background music affects both the customer traffic flow and the sales volume.
Specifically, when the tempo is very fast, customers move through the store quickly and buy less overall. Whereas when the tempo is slower, customers walk more slowly and end up spending more money.
So not only can music be used to help a business achieve their goals, it can also stand in the way of them.
But the tempo isn’t the only thing that matters when you are picking your music selection. Genre plays an important role in the customer experience too.
By aligning the music in your store to different trading patterns, you’re not just creating a great atmosphere – you’re also creating a powerful branding tool for your business.
Another study looked at how the genre of music played in stores affects how customers perceive that store. Researchers looked at how customers would react to hearing top 40’s music or classical music in a wine store.
They found that customers who listened to the classical music tended to purchase more expensive products. This is likely because classical music is often seen as being more upscale.
This is important because most customers are looking for an experience that reinforces their perception of your brand. So by aligning the music in your store to different trading patterns, you’re not just creating a great atmosphere – you’re also creating a powerful branding tool for your business.
Choosing the Best Background Music
Studies have shown that playing music that represents the company’s brand can increase their sales by 9%. Music that fits with the brand’s personality and is adapted to different trading patterns can give customers a more positive perception of your business. It’s a powerful tool to increase customer satisfaction and boost sales at your business.
Music that fits with the brand’s personality and is adapted to different trading patterns can give customers a more positive perception of your business. It’s a powerful tool to increase customer satisfaction and boost sales at your business.
So how can you ensure that your music is accommodating different trading patterns in your store? If you aren’t sure where to start, Ambie can help.
We combine smart tech and human curation to provide a music service fully tailored to your retail store.
Our music soundtracks are designed to fit your changing trading patterns. And best of all, they update every month so that your sound – and your store – always stay fresh.