Have you ever wondered why stores play the music that they do? Or why they play music at all? There is a psychology behind in-store music and how it can either improve or damage the customers’ shopping experience. This depends on several factors: the volume of the music, the type of music, and whether the music matches the ambiance you want to give your store.
Here are the top 10 ways music affects the shopper experience:
1. It improves the shoppers’ mood.
More than 80 percent of shoppers say that hearing music in a store improves their mood. A positive mood influences 37 percent of shoppers to make impulse buys, so make sure to capitalize on this and place plenty of impulse buy products at your end caps and the checkout counter. A happy shopper is more likely to want to spend money in your store, and it’s hard to resist a good impulse buy!
2. It makes waiting in line less painful.
The number one frustration shoppers have with in-person shopping is waiting in line. By playing the right music in your store, you can make the waiting experience significantly less frustrating. Nearly 80 percent of shoppers say that waiting in line is less boring when there is music playing in the store. Keep your shoppers entertained while they wait in the checkout line with music they enjoy and they are a lot more likely to remember the experience as a positive one.
3. It helps customers bond with your brand.
Seven in ten shoppers say that music helps them feel more connected to the store. This makes it all the more important to choose music that is in sync with the identity you want to give to your brand. For example, if you’re running a store that sells spa products, then playing hard rock definitely would not fit with the tone you want to set. Instead, opting for tranquil music to match the serene atmosphere of your store would be key.
4. It makes customers feel welcome.
In a survey by Mood Media, shoppers said that entering a store where there is music playing makes them feel more welcome. Shoppers also said that entering a store with no music playing makes them feel disappointed and unwelcome. You can capitalize on this knowledge by including your customer base in your music selection. Make them feel like they have a say by initiating a poll on your social media accounts or with a suggestions bowl in the store.
5. It helps build customer loyalty.
Nearly six in ten shoppers and 72 percent of shoppers aged 18 to 24 say that they are more likely to return to a store that was playing music while they were shopping. That’s a significant number! Do your store a favor and make sure to keep the tunes flowing whenever you’re open. This will help you build a more loyal customer base in the long run.
6. It influences word-of-mouth.
There’s an enormous amount of power in word-of-mouth. People trust the opinions of those that they know and 54 percent of shoppers are more likely to recommend a retail store that plays music. Use this to your advantage by not only playing music in your store, but by playing music that your customer base is more likely to identify with. This creates a positive experience for the shoppers and directly influences your likelihood of gaining new customers through your current ones.
7. It makes the shopping experience more pleasant.
Over 80 percent of shoppers in the United States say that music makes their shopping experience more enjoyable. This means that your customers are more likely to stay in your store for longer and inevitably spend more money if you have music playing. The goal is to do whatever you can to provide your customers with reasons to stay (and to come back!) so keeping the music going at all times is important.
8. The playlist you choose sets a purpose.
The psychological response to music is categorized in four ways: cognitive, social, emotional, and arousal. With this in mind, the music that you play directly impacts how your customers feel when they are in your store. Do you want them to feel upbeat and empowered? Do you want them to feel peaceful and serene? Your musical selection plays a huge role in how they’re going to feel in your store.
9. The volume of the music impacts stress levels.
While having music in your store proves beneficial to your shoppers’ experience, playing the music too loud can have the opposite effect. Loud music can initiate the brain’s fight or flight response and make shoppers uncomfortable. To promote a positive environment and increase your sales, keep the music in the background so shoppers can enjoy it while also staying focused on their purchases.
10. It improves your mood.
That’s right; not only does music improve the mood of your shoppers, but it improves your mood as well. When you are in a positive mood, you are more likely to enhance the experience of your shoppers by smiling and providing better customer service. If the retail store staff seems dull or negative, the shoppers are less likely to return. Playing music promotes positivity all around by brightening up the store and enabling you to provide the best customer experience that you can.