Whilst this Bira report covers retail in general, it’s worthy to read and note how we in our industry, being involved in sound, vision, domestic appliances and other electrical items, may take retail psychology for granted. Whereas, other industries utilise the very products our industry sell on an everyday basis.
We have all visited stores where the positive use of vision, smells generated from the likes of coffee served in-store and other effective marketing and sales strategies appeal to our senses. Though these are not covered in this Bira article, the importance of the right MUSIC in your and the stores we visit has been highlighted.
Music can play a huge role in attracting people to your retail business. However, with so much out there, knowing what helps drive sales, fits your brand and keeps customers shopping for longer can really help your shop be successful. The percentage of consumers noticing what music is played in stores is extremely high, as detailed later in this report.
When getting your shop set up for the day, music can often be an afterthought; just something playing in the background while more pressing matters take priority. But what if the soundtrack to your store was doing more than just filling the silence?
In actuality, the right music can subtly shape the entire shopping experience; it can set the tone, influence customer behaviour, and even directly impact sales. Whether you want to energise, relax, or inspire your shoppers, your playlist plays a crucial role. So how do you decide what works best for your business? Here are some key questions to ask yourself when choosing the perfect in-store soundtrack.
What’s my brand identity?
Your shop’s music should reflect your brand’s personality. Ask yourself what emotions you want customers to feel when they enter your shop. Is your brand casual, sophisticated, energetic, or relaxed? For example, a hardware store might benefit from classic rock or instrumental blues, creating an industrious and approachable vibe or a cook-shop could play upbeat jazz or instrumental world music to inspire creativity and culinary enthusiasm. Other examples could include:
- A trendy clothing boutique might opt for upbeat indie or pop music
- A luxury store could lean towards classical or smooth jazz
- A sports equipment store might play energetic rock or electronic music
- A vintage store could feature retro tracks from the 60s, 70s, or 80s
- An artisanal or handmade goods store might prefer soft folk or acoustic tunes
- What’s my target audience?
Understanding your customers’ preferences is key. Think about:
- Their age group:Â Younger customers may prefer modern pop or hip-hop, while older shoppers might enjoy classic rock or nostalgic hits.
- Their lifestyle:Â If your shop caters to fitness enthusiasts, consider high-energy beats. For a bookstore or coffee shop, softer, acoustic tunes might be more fitting.
- How do I match the music to my shop’s purpose?Â
Consider the type of shopping experience you’re providing:
- Retail Stores:Â Upbeat and energetic music can create a lively atmosphere and encourage browsing
- Cafés and Restaurants: Softer music promotes relaxation and longer stays
- Spas or Salons:Â Calming, instrumental music enhances relaxation and comfort
- Should I consider tempo and volume?
Music tempo and volume significantly impact customer behaviour:
- Fast-tempo music:Â Encourages quick decision-making and can work well in fast-paced environments like quick-service restaurants.
- Slow-tempo music:Â Promotes leisurely browsing, ideal for high-end retail stores or galleries.
- Volume: Keep it at a level where customers can comfortably converse. Music that’s too loud might drive people away, while music that’s too soft may go unnoticed.
- How can I test this and observe what’s working?
Experiment with different genres and playlists to see how your customers respond. Pay attention to:
- Customer feedback:Â Do they comment on the music?
- Sales patterns:Â Does one type of music correlate with higher sales?
- Dwell time:Â Do customers stay longer when a particular genre is playing?
- How do I get the right license for the right music?
If you decide to play licenced music, ensure you’re playing music legally by obtaining the necessary licenses. Services like Spotify for Business, Soundtrack Your Brand, or Mood Media offer curated playlists and handle licensing for commercial use. See our guide on music licenses here.
Did you know?
A full music license isn’t the only way to get quality music into your store. Background Sounds deliver premium recordings designed to blend naturally into your business environment while being significantly more affordable than traditional licences.
Check out the link below to find out how you can save 10% on Background Sounds as a Bira member. Find out more
- When and how often do I need to change the music I play?
While consistency helps reinforce your brand identity, refreshing your playlists regularly prevents the music from becoming monotonous.
Rotate tracks and update your selections to match seasons, holidays, or special promotions. Choosing the right music for your shop involves aligning it with your brand, understanding your customers, and creating the desired ambiance. With thoughtful selection and regular adjustments, your music can enhance the shopping experience and leave a lasting impression on your customers.
Learn more and make sense of instore music. Getting a music license for an independent shop – the details you may not know about: Quick, straightforward answers to key questions around music licensing for independent retail businesses, as well as an alternative you may not have considered… Read more
*84% of consumers notice the background music in stores
*55% consumers value when a shop plays music they like
*40% consumers stay longer in a business when they like the music
*SOURCE: MRC Data (formerly Nielsen Music), September 2021. Background Music: The Untapped Promotional Avenue for Music.
