Emotion and music are strongly correlated; this has been observed for decades. When you view a commercial, your feelings about a brand are also reflected in the music. Does music affect how people shop?
Many facets of modern consumers' lives are impacted by music. Since everyone listens to music, regardless of genre, it's one of the simplest ways to establish a connection and persuade others. There are different ways that music shapes how customers shop, such as by influencing the brand or quantity of goods they choose to buy. For years, brands and retailers have used this to their advantage.
Music is an intricate concept with a wide range of facets. Each of these elements has unique characteristics. As an external factor, music sets off internal reactions that result in particular behaviors. Brands understand that picking the right music can be the difference between increasing sales and recording losses.
What is consumer behavior?
The study of what motivates people and organizations to buy particular goods and endorse specific brands is known as consumer behavior. The main areas of research in this field are psychology, behavior, and motivation.
• Psychological factors: Your response to an advertisement campaign is primarily determined by your attitudes, beliefs, and worldview.
• Social factors: How someone shops depends on their social circles. Their education level, social position, and money influence their purchasing behavior.
• Personal factors: Consumer interests and attitudes are greatly influenced by audience demographics, including culture, background, profession, and age.
Now that you understand what consumer behavior is, here is how companies use music to shape your shopping behavior.
1. Music tempo determines how long you stay at a store
Fast-paced music may appear pleasant, but it can make shoppers leave a store sooner. People move more quickly and browse for shorter periods when the tempo is faster.
Nonetheless, some retailers find success with fast-moving music. Fast-paced tunes are frequently used by trendy brands catering to a younger demographic. This type of music has been found to favor activity-based enterprises like arcades and bowling alleys.
Conversely, slower tempos are frequently used in retail establishments and grocery stores to promote browsing among customersing. Slower-paced tunes are used to ensure that customers take their time to peruse through merchandise. You'll experience the same phenomenon at online entertainment sites like Ripper Casino - the more enjoyable the atmosphere is, the longer the customer will stick around.
2. In-store music shapes customers’ perception of time
Customers listening to music they enjoy are more likely to have a pleasant experience, even if they spend more time in line or waiting to talk with a customer service representative.
Whatever the environment, when people are having fun and listening to music they appreciate, time drags by less because the customers find it worthwhile. In summary, if you're offering good music, customers are willing to tolerate waiting a little longer.
3. Music enhances other senses
Most top retailers don’t rely solely on music to sway consumers' purchasing power. They also;
• Encourage clients to spend more time exploring and shopping by organizing things in a beautiful, easy-to-navigate style. This appeals to their visual sense.
• Encourage customers to handle objects to stimulate their tactile senses, increasing their desire to bring them home.
Still, according to a 2005 study that Maureen Morrin, Ph.D., presented to the American Psychological Association, music solely drove impulse purchasers to make larger purchases, while scents, specifically citrus scents, encouraged non-impulsive buyers to spend more money. Yet, a store's revenue from both impulse and non-impulsive customers dropped when both music and fragrance were absent.
4. Music triggers memories
Some songs bring back memories and evoke nostalgic sentiments. This is why businesses that play Christmas music throughout the holidays enjoy increased sales. Certain establishments have a preference for playing popular music to establish a sense of connection with their patrons.
Some stores would rather play instrumental music to get customers to concentrate on the merchandise. While it might not always result in increased sales, many brands today are mindfully picking music that has the potential to stir up fond memories in their clients. The happier the consumer, the more inclined they are to spend more.
5. Music genre changes perception
The kind of song you play affects how customers view your business. For instance, classical music conveys an impression of luxury and excellence. Nicolas Gueguen et al. claimed that playing classical tunes in a wine shop enhanced sales while persuading customers to buy more expensive goods. This was in response to a 2007 study on the impact of background music on consumers.
It's always better for brands to choose a music genre based on their target audience; for example, if you own a clothing company catering to female teenagers, your best option might be Top 40 pop music. Consider playing country music in your outdoor apparel store, which caters to men between the ages of thirty and fifty.
Final thoughts
People are more likely to buy things when they listen to music they enjoy.
The background music you choose for your store can tell a lot about your clients' buying habits, moods, and loyalty. You may boost sales and provide your customers with an unforgettable experience by playing music in your store at a speed and volume strategically in line with your brand.
