Music for Business: Art or Commerce?

It is a well known fact that music is capable of greatly influencing a person by triggering a variety of emotions depending on the music style, tempo, rhythm etc. But is music capable of prompting a person to make purchases? This is a burning question for many businessmen.

RESEARCH OF THE INFLUENCE OF MUSIC ON COMMERCIAL ACTIVITY

The first research of this problem was done in the USA in late 50-s. Psychologists were interested whether music facilitates making purchases, to what extent, and what kind of music is most effective for achieving this goal. It was observed that over 70% of customers pay attention to music in establishments. More than half of them claimed that appropriate music selections make visiting shops much more pleasurable and, definitely, encourage the clients to make purchases in these shops.

MAIN PRINCIPLES OF SELECTING MUSIC

First of all, it is important to choose the appropriate tempo and loudness while selecting music! If you are planning to use loud music you should take into account that such music makes the customers spend less time in your shop, but on the other hand, they may be inclined to spend more money. At the same time it should be borne in mind that the majority of customers feel so irritated and uncomfortable because of loud music in a shop that they try to leave it as soon as possible! That is why it is recommended not to use too loud music in order not to oppress the visitors. Music should not rattle and dampen all the other sounds. Its purpose is to create a comfortable atmosphere and establish positive associations with the shop!

As for the tempo it was observed that the quicker the music, the faster is the customer turnover as visitors move faster around the shop. Accordingly, calm music makes the customers linger in your shop, which in its turn leads to increasing their spendings!

The research results can be easily verified in a supermarket. It can be observed that calm and serene music creates a cosy atmosphere, the customers feel relaxed and do not hurry, devoting more time to making purchases. Quick music produces opposite effect. It is used during peak hours in order to increase the customer turnover. Outlets selling goods that are in demand always use quick music tempos to avoid queues. The same principle is used in fast food restaurants. Managers of such establishments constantly control the sales area and analyze the customer turnover to make the right choice of playlist. If the sales area is crowded quick music is used to service more customers, ifthere are not many visitors, calm music is preferable to make them spend more time and money in the establishment.

Principles of the right music choice are usually not disclosed, as consulting is a service that should be paid for! Our company is ready to share and give you some tips!

THE INFLUENCE OF MUSIC ON THE ATMOSPHERE IN A COMMERCIAL ESTABLISHMENT

Creating favourable atmosphere in a shop is impossible without professionally selected music. Music is to comply with the status and style (design) of a shop and the type of goods it sells. It should not irritate or distract the customers from their shopping, its main purpose is to ensure pleasurable atmosphere. Every establishment needs individually selected music aimed at a certain target customer. For boutiques it is recommended to choose fashion-music, as this style emphasizes the unique atmosphere of the place. A good example is Hugo Boss menswear shop, where music from Hugo Boss fashion shows is often used.

It is important to avoid music that may trigger some unwanted associations. While doing shopping customers should feel relaxed and distracted from their problems, they should be absorbed in the goods in stock. It means that songs encouraging some action, love songs or sentimental songs should not be used in a shop. The texts of the songs must not touch the visitors or trigger any emotions. Negative emotions or unpleasant memories caused by the song may irritate visitors which leads to dissatisfaction and reduces the average cheque. At the same time, it is not recommended to use popular radio songs or latest heats that are played everywhere. Classical music is not always appropriate as not all people may understand and appreciate it. It is more advisable to use modern remakes of classical music! Pop and rock music may not always be appropriate as tastes differ. Using a mixture of styles, such as symphonic rock, is the best choice.

STIMULATING CUSTOMERS WITH THE HELP OF MUSIC

Today in the USA the music of 1950-60-s is highly popular. Many of the songs of that time are still enjoyed by people. Such situation can be observed not only in the USA but also in Europe. Many people of different ages love the music of the so called “golden” period!

Researchers have discovered that the influence of music also depends on the demographic group of visitors. If the music complies with the demographic group, the visitors spend 20% more time than usual in the establishment. While preparing a playlist it is important to take into account what groups of customers visit the establishment at different times of the day and to be aware of their music preferences.

Also, I would like to pay attention to the use of Radio in shops as it is extremely popular in our country. In the Western countries shops, supermarkets and hypermarkets have stopped using radio. News, DJ’s talking, constant change of music of different styles and moods produce a negative effect. All these factors distract the visitors from the main purpose of visiting a shop – making purchases. Besides, there is radio advertisement that may advertise your competitors, which is not desirable for your establishment. Finally, the playlist may not comply with the style of your shop.

In some cases, it is important to take into account the level of education (intelligence) of your customers. It is especially inevitable for bookshops. As the majority of customers have refined tastes it is better to use sophisticated exclusive music. Having heard the composition that they enjoy, the client will linger to listen to it up to the end. Probably, at the same time, they will see the goods that are of interest to them!

Another secret of attracting customers to the products sold is the use of sound effects related to the specificity of a shop. For example, in a bait shop, it is advisable to use the sounds of water.

Much depends on the specificity of the department. In a sportswear store the sounds of fans on stands, kicking the ball, creaking of the trainers on the sporting surface etc. are quite appropriate, as they will remind the client about the purpose of visit, and if they have come without any purpose, the sounds may prompt them to make a purchase! But at, say, butcher’s departments this method is not recommended, as some visitors may be vegetarians, and the sounds may avert them from the whole shop.

CONCLUSION

We have shared some of the tips for effective music selection. In reality, there are much more secrets and methods. ExpertMusic specialists are always ready to select a playlist for your business that will hit the spot. Our analysts and music editors have vast experience and are constantly developing their knowledge. ExpertMusic professionals keep doing research in order to provide our clients not only with appropriate music but also with a reliable tool of boosting profits!