Music instore | Kerching retail

Music instore

Can the music you play in-store help create sales?

Well yes it can, and if used intelligently music can create sales in your store too.

There are a number of aspects we need to consider when selecting music to play in our store:

  • Is it background music
  • Is it music within a display – feature music
  • What genre of music
  • Tempo of music
  • Whether to play the radio or MP3s/CDs.

We will over the next few posts explore each of these areas in a little more detail, firstly let us explore the level to which music can influence our buying decisions.

Can music change our behaviour in store, or kore specifically, could a particular piece of music get us to buy a particular product?

A study by professors at Leicester University alternated between French and Germany style music in the wine aisle of a super market, to measure the impact on product choice. The affect was remarkable, with sales of Germany wine to French being 2:1 when Germany umpah music played, and a staggering 3:1 when French music played. As impressive as this was, customers surveyed at the door had no recollection of being consciously influenced by music at all.

http://www.prsformusic.com/SiteCollectionDocuments/PPS%20Studies/Benefits%20of%20using%20music%20in%20your%20business.pdf

Could the style of music impact on our perceptions of taste?

The experiment was taken further by the professors, examining whether there was a correlation between Classical music and Pop music on the price customers were prepared to pay. The results seems predictable now, with classical music driving sales of a higher priced bottle – but it is still fascinating that we are influenced to such an extent by the music we hear, consciously or subconsciously.

The link below is an extract from a test done to see if the style of music impacted on the taste of a bottle of wine. Again the results demonstrate a direct correlation between the style of music and whether a wine was deemed more powerful, refined, refreshing or mellow. This was more notable with red wine, with an average perceived shift in flavour of 42.25%.

http://www.wineanorak.com/musicandwine.pdf

Read the followup articles for more examples of music influencing our shopping behaviour.

Written by

Corin Birchall is a Retail Sales & Marketing Consultant and founder of “Kerching Retail - helping to make your till ring”. His consultancy works throughout the UK and Europe. Corin is an active writer, coach and public speaker, helping to develop and grow a wide range of businesses & business leaders from Leisure and Retail sectors

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