Music can create a blanket of magic over your store if you know how to exhaust its potential. Take these friendly reminders to make sure that you’re using music well in your business.
- Keep it subtle.
It’s true — music can make a difference in your store, but keep in mind that it’s only supposed to be a mood enhancer playing in the background. Don’t make music your selling point unless you’re in the music industry. For music to work, it has to be distinct without being noticeable. An expert on motivational psychology, Kurt Mortensen, advised, “Customers shouldn’t really be aware of the music you’re playing. The music shouldn’t be overpowering; rather, it should be merely an atmospheric presence.”
- Mark the volume.
Some background melodies played in shops are really loud while some are soft. While volume is relative to brands, the volume of your background music should be in line with the image you’re trying to project. Ideally, you should opt for a balance between the two extremities. Aim for moderation.
Patricia Norins, a specialty retail expert, said, “Loud music can be a major deterrent specifically if the retailer is targeting a demographic older than 25. A softly played, lively, and upbeat tune can put shoppers at ease and create an environment that’s warm and fun.” Keep the volume just right.
“Noise and especially music affects us psychologically, physiologically, cognitively, and also has an impact on our behavior. Thus, music in stores should be selected carefully to ensure that it affects the shopper in a way that it achieves what the retailer or store wants to achieve, normally an increase in sales.”
- Watch your beat.
Identify who your customers are and choose a genre of music that appeals to them and which reflects your business at the same time. Your tempo is as important as your volume, so don’t mess it up. Take it from Ann OShields, owner of The Nest Egg, who said, “We’re often told that because of our atmosphere, customers come into our shop on days when they need a pick-me-up or to simply relax and recharge. We play upbeat music and enjoy seeing our customers singing along as they shop.” In contrast, Lars Perner, assistant professor of clinical marketing at the University of Southern Californias Marshall School of Business, observed, “To some extent, slower-paced music may make people feel calmer, and they may spend more time in your store.”
- Make it personal.
“Noise and especially music affects us psychologically, physiologically, cognitively, and also has an impact on our behavior,” says Dr. Christine Rivers from the University of Surrey. Thus, music in stores should be selected carefully to ensure that it affects the shopper in a way that it achieves what the retailer or store wants to achieve, normally an increase in sales.
Music can be used as a motivator among employees since it has been proven that it can help boost their performance. By making your music more personal, you are reaching out not only to your customers but to your employees as well. Your brand can touch people if you know how to pick the right music.
With these simple strategies, you can make your brand stand out more than ever. (PA)