Think about walking into your favorite grocery store. Not the quick, convenience mart on the corner, but the grocery store that tempts each of the senses. The perfect lighting, the impeccably organized and colorful produce, the little sample cups of flavored coffee, the signs pointing out the best deals, the smell of the bakery…even the smallest details come together to provide the full experience.
While those experiences may come together to create a grocery shopping vibe that shoppers are familiar with, there is another source that can be just as important in its appeal to the unconscious. And that source is music.
What is it about some grocery store music that encourages us to spend without even flinching? How could the wrong music sabotage efforts? And how can the right sounds help the bottom line? Let’s take a closer look.
No, no―not mood music, the mode of the music. According to The New Grove Dictionary of Music and Musicians, mode generally refers to a type of scale, coupled with a set of characteristic melodic behaviors. A Norwegian professor, Klemens M. Knoferle, found that while marketing teams or business owners are designing an in-store playlist, they often look at tempo, but they rarely look at mode as a criterion. In addition, “no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales.”
For the study, titled “It is all in the mix: The interactive effect of music tempo and mode on in-store sales,” Knoferle and his team spent time looking at the modes of songs played in retail environments in additional to the tempo. For a grocery store’s bottom line, the results of the study found that the best tempo and mode combination line is downtempo and minor. Those results are certainly something for grocery stores to keep in mind when creating their playlists.
When it comes to the way people respond to music, tempo is one of the strongest components. In a 1982 study, “Using Background Music to Affect the Behavior of Supermarket Shoppers,” researchers lead by marketing professor Ronald E. Milliman, found that the tempo of in-store audio not only has an influence on customer pace or how quickly they move through the store, but also on the volume of sales.
The study found, in general, that fast or uptempo music means people move quickly. Slow or downtempo movement means that shoppers tend to move more slowly. Depending on the goal of the grocery store, one will be more beneficial than the other. For supermarkets or smaller grocery stores, for example, slowing shoppers down means they’ll have more time to look and, subsequently, buy. In fact, in Milliman’s study, he discovered that sales volume for grocery stores was, on average 38% higher on days when the stores played slow tempo music. If that’s not enough to make any grocer re-think their audio strategy, we don’t know what is!
Another important factor to consider when it comes to in-store music is volume. One of the earliest studies on the effects of music on retail shoppers looked at just that. How does loud or soft in-store music impact shoppers? In 1966, researchers Cain-Smith and Curnow specifically examined how volume affects grocery store shoppers. What they found was that loud music resulted in shoppers spending less time in the store. Soft music calmed shoppers and allowed them to spend more time examining, selecting, and ultimately purchasing products. The goal of background music is just that―it shouldn’t seek to drown out conversations or distract customers from the task at hand.
While each of these factors is important in its own right, when it comes to the science behind grocery store music, genre―or the style of music―reigns supreme. While studying modes, tempo and volume can give grocery store owners and managers tons of great information, the work isn’t universally applicable―meaning that what works for one store won’t necessarily work for another if the genre doesn’t fit.
For example, a 1993 study found that when classical music went head-to-head with pop music in a gourmet wine shop, classical won out. Customers bought more expensive wine with the classical music, enjoying the upscale, sophisticated vibe. Keep in mind, they didn’t buy MORE wine, just more expensive wine. The difference being (according to the study) that while genre impacts bottom lines in an impactful and measurable way, unlike the other criteria above, it doesn’t necessarily mean an increase in the quantity of sales, but rather in purchasing more expensive items.
While playing whatever is on the radio may be tempting, grocery stores should think beyond that. Music holds power, and we just demonstrated the research to back that up, allowing you to take a more scientific approach to your grocery’s in-store audio strategy.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Uh oh. It’s nearly December, and a quick look around the business shows not a holiday detail in sight. Time to PANIC!!
Calm down. It can be easy to get so caught up in, well, running a business, that the all-important holiday season can creep up on even the savviest of business owners. However, since there is still time before the holiday season is in full swing, there’s plenty of opportunity to think about how to create that ever-important holiday vibe in your brick and mortar business. And if your store isn’t a traditional retail environment, that doesn’t mean it’s off the hook.
Don’t let the pressure get too overwhelming. From the customer who puts up a Christmas tree on November 1st to the slightly “Scrooge-like” shopper, every business can do a little something extra to help customers get into the holiday spirit. And they don’t all have to break the bank.
Here are 6 quick and easy marketing tips to try this season:
When most people think about the holidays, they often relate it back to scents or lights or a certain treat they had as a child. Bring customers back to those memories by appealing to each of those specific senses. For example, light some holiday scented candles and put up some special decorations. Offer customers a sweet treat, like a candy cane or a cookie, or even just include a special holiday coffee flavor in the waiting room.
Whether it is Bing Crosby or Mariah Carey, holiday music is a must this time of year. Carefully curate the playlist so that it appeals to the target customer base—perhaps a little more contemporary if the crowd tends to be more modern. Or, stick to the classics if the age range runs the entire spectrum, or tends to be older. Businesses can also consider mixing holiday tunes with other non-holiday selections. Afterall, everyone can get a little tired of “Jingle Bells” after hearing it several times.
While everyone’s phones are out to record special holiday moments with friends and family, why not take advantage and create some social media buzz around the business? Try creating a social campaign that is focused on where customers and followers are traveling to for the holidays. Feature their posts on the brand’s social site or consider incentivizing sharing with a contest or prize. Not only will customers want to share their holiday spirit, but the business will be able to learn more about customer preferences at the same time.
Make customers smile by infusing overhead announcements with a little holiday spirit. It is, of course, important to use these announcements to make sure customers know about special offers, holiday events, and other promotions. However, adding some holiday-specific jokes, lingo, or even just a cheerful ‘Happy Holidays’ into the normal announcement mix can mean all the difference. In addition, it can be a quick and easy change to customize the announcement and the tone to a specific holiday and make sure everyone feels welcomed and included, regardless of their background.
Why not give a little something back to customers during the season of giving and cheer? From a free gift or a gift card to a buy-one-get-one or other discounted offer, gifts and special offers can be a great way to show customers how much they are appreciated this holiday season. Not only will they likely come back next year, the business may find they have a loyal customer all year round.
One of the more impactful ways a business can get customers into the holiday spirit—and create some goodwill of their own—is through a holiday charitable giving program. Consider hosting a special open house to sell specific products, services, or other offerings where a portion of the proceeds go to a charity. Offer your business to be a drop-off spot for gift donations or, even better, partner with a local charity for a food, clothing, or toy drive.
This time of year can be great for businesses, retail-focused or not. The holiday season allows customers to spend time with loved ones, to let their festive nature shine, give gifts, and even give back to their community. By using any one or all of these tactics, businesses can be a partner in those holiday activities and likely get a customer who will come back in January.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
In the United States, most stores have had November 24, 2017 circled in bright red on their calendar for months. Why? Someone’s birthday? Nope―a different kind of holiday. This date marks a little something businesses call ‘Black Friday’. Traditionally, Black Friday is the busiest shopping day of the year and is also considered the kickoff to the holiday shopping season, a critical time for most retailers.
In 2016, more than 154 million consumers shopped in stores and online, which was about 3 million more than the same period in 2015, according to the National Retail Federation survey. With those numbers―and the competition for shoppers becoming stiffer every year―stores must bring their top tier game to the table. Business owners need to think about how they are creating a vibe that now only draws Black Friday customers in, but makes them want to open their wallets, too.
Most stores will have their holiday decorations and lights on, their scented fragrances plugged in, and their merchandise positioned just right for eager shoppers. And, while they may have already tuned to their favorite 24/7 holiday radio station, it may be time to think a little bigger about how to use in-store music and announcements to make sure the vibe is just right.
Feeling a little lost? Well, this is the right place! Read on for 4 key tips for using in-store audio to create the exact right Black Friday vibe to kick off the holiday shopping season with a bang.
During Black Friday, most shoppers are in the gift-buying, holiday spirit. Help keep them that way with a great holiday soundtrack. Before putting that playlist together, consider the audience the store brings in. The more contemporary the target audience, the more contemporary the holiday music choices should be. For a retail store catering to edgier clientele, however, more modern musical takes on traditional holiday tunes can help keep the spirits up. But, for yet another audience type, only the classics from childhood will do. If the store attracts shoppers of all ages and from all backgrounds, then blending both classics with more modern tunes is likely the best option. Whichever direction is decided upon, a carefully curated holiday playlist is what Black Friday shoppers are after when they’re sipping hot chocolate buying those stocking stuffers. Deciding upon the right tunes will help to create the perfect Black Friday vibe from the moment they step foot in the store.
There has been study after study done on the effects of tempo and how it relates to retailers. The topic of tempo has certainly been addressed in this blog before due to its importance when selecting just the right playlist. A careful balance needs to be created between faster, upbeat tunes and slower, more mellow ones. Most business owners want customers to take their time while shopping, taking time to look for what they may want to buy and, of course, not feel too rushed.
While all of this is true for most any day throughout the year, Black Friday is a different story. Not only are customers typically rushing from one store to the next, but they’re in search of the perfect deal. That means the amount of foot traffic through the store will likely be higher than normal, and the energy of the customers (even at 4am) will also be much greater. It’s important to keep people moving at a comfortable, but relatively quick, pace to keep aisles clear and lines manageable―and, believe it or not, playlist tempos play an important role in achieving this goal.
In the rush and excitement of the Black Friday frenzy, shoppers will rush right on by all the carefully designed signage that highlights the doorbuster deals and buy-one-get-ones. Calm, happy overhead announcements can break through all the craziness and make sure shoppers are finding exactly what they are looking for. And, because offers and availability can change so quickly, it’s worth investing in an on-demand system that can help stay up to date on stock and price changes. Some retailers, for example, may have bigger sales earlier in the day on Black Friday, with prices slowly climbing up until closing time. Because of Black Friday sale nuances, it’s more important than ever to over-communicate changes to customers in order to prevent angry shoppers.
In addition, lines will (with any luck) be a major issue. Using announcements to communicate wait times will help keep customers calm while allowing the store employees to provide the best service and organization.
Yes―a huge part, by all means. But who do those all-important customers interact with when in the store? The employees and staff members. Keeping the staff happy and organized with in-store audio can be the missing link between miscommunication and confusion. That confusion will not only look bad when team members are unable to answer questions or have misinformation, but can also put that employee in a sour mood, making their interactions with customers just as unhappy. Happy staff don’t just mean happy Black Friday customers, but happier, loyal year-round customers.
While all through the year in-store audio can make a difference in the customer experience, Black Friday offers the opportunity to reach more people and bring some peace to a potentially chaotic day. Businesses need to use every tool in their box to keep customers happy, excited, and in the holiday spirit.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
The customers are rolling in. One by one they walk through the store and…leave without buying anything. Or leave angry because they had to wait too long. Or they leave without signing up for the big event next month. What’s going on? Once a customer walks through the door into the store the job is done, right? The work is over and now store owners can sit back and watch the sales roll in.
While some businesses may think that way, it’s definitely not an effective way to make a sale and ensure a loyal customer. Getting customers into the store is only part of the battle. It is up to business owners to not only get them there, but ensure they are leaving a happy and satisfied buyer.
In-store announcements can be a great way to get all manner of information across to customers while they are present. Take advantage of the fact that they are in the store and, in some ways, a captive audience. These announcements can be a great way to move the bottom line and keep customers in the know.
What are some in-store announcements that (most) businesses should be using but may not be? What ways can businesses use customized, in-store audio to get ahead of the competition? Read on to find out.
Customers may not know as much about the store as owners think they do. Are store hours changing? Will there be changes to product because of seasons? Is the store moving to a bigger and better location? Keeping customers informed on what is going on in the store can keep them from getting frustrated or feeling like the business they are loyal to doesn’t care about them. For example, when launching a new product or service offering, use in-store announcements to educate shoppers in a series of short vignettes. Think about things from the customer’s point of view. Will this information be valuable to the shopper? If yes, make sure they know.
The nightmare of having a party and no one coming is doubly terrifying when it impacts a business. If a customer is already in the building, they have already quite arguably taken the first step. A special event may be the thing that creates a return, loyal customer. Make sure these customers who are already perusing the aisles or using the service know about any upcoming events with in-store announcements. That way, owners don’t have to worry about having a party of one.
One of the most frustrating things about having to wait is the uncertainty of how LONG the wait will be. Keeping customers informed about how long their wait will be or what the current wait time is can help customers maintain proper expectations. If a customer knows, for example, the wait time for an oil change is going to be 2 hours or the service desk is only servicing ticket 12 and they are ticket 30, that customer can decide whether to come back or stick it out. Either way, they know what to expect.
Imagine how disappointed a customer would be making a large purchase only to find out that the product could have been 25% off if they had just waited until next week’s special. Or, how disappointing the store’s profits would be if a customer didn’t know a product or service was on sale so they didn’t even consider making the purchase or buying the membership? Keeping customers—particularly while they are in the store—updated on special offers or in-store discounts can ensure they’ll take a second look.
While covered here on the blog before, it is worth revisiting how in-store announcements can be a great way to tie together the on and offline shopping experience. Today’s customer has likely been to the business’ website or follows one of their social media channels. Take advantage of having the customer in the store and encourage them to “like” or use a special hashtag for an in-store offer. The digital channels will see benefit, as will the brick and mortar.
In-store announcements can be the key to closing the gap between a customer who leaves without a purchase or just leaves with a less than ideal experience. Using customized, in-store announcements in creative or unexpected ways can truly make all the difference. Remember, the ultimate goal is to make all of the in-store messages interesting to the customer and show a full range of what the business can do for them.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Don’t feel like working out? Turn up the tunes and get to it. Finding trouble focusing? Put on some classical music. Need to shake a bad mood? Find some upbeat music and turn it up!
Most people spend a significant part of their day listening to music for one reason or another. They listen during a commute, through headphones while trying to power through a to-do list at work, while trying to make it through an exercise routine, and, of course, while visiting favorite stores or businesses. However, few spend time thinking about the science behind the music and why it has such an impact.
From the unique way the right music can increase productivity to how a certain chorus can bring tears or laughter, the science of music is fascinating. Here are 8 interesting facts that may be surprising when it comes to how it impacts us every day.
The phrase “music soothes the savage beast” isn’t just a nonsensical phrase. Music, specifically slow tempo, classical music, can relax both body and mind. It has also been well documented that music can slow the pulse and heart rate, lower blood pressure and decrease stress hormones.
Recently, a study published in Psychology Today found that in subjects over 69, processing speed, episodic memory, and semantic memory were better when listening to music. It was also found that music improves self-esteem as well as relieves depression in the elderly.
In a 2012 study from The Journal of Consumer Research, researchers found that creative processes improved when participants listened to ambient noise at a moderate volume, but could suffer at a louder volume. It stands to reason that soft, ambient, lyric-free tunes can be the thing to get the creative juices flowing.
No, no…they can’t learn to play an instrument or read music, but it turns out music has an impact extremely early on. While it’s hard to tell long term impact, a 2013 study suggests that babies can not only learn a melody played to them while still in the womb, but they can recognize it after they are born. Those same melodies can also serve to relax the baby after he or she is born.
Interesting research from Frontiers In Psychology reported that if the music gave people “the chills” (meaning moved them in a positive way), they are more likely to give money. And if the music didn’t fit the mood, they gave less. So make sure the soundtrack fits the audience at the next fundraiser!
This blog has previously reported on the way music can impact a workout, but it warrants repeating. Scientific studies found that there are “5 key ways in which music can influence preparation and competitive performances: dissociation, arousal regulation, synchronization, acquisition of motor skills, and attainment of flow.” Bottom line? Pump the jams while pumping iron.
Music can create a change in the cardiovascular system, according to a paper published in the journal circulation. Unlocking more about how musical rhythms impact physiology can provide insight into new therapeutic treatments for stroke and other similar heart-related conditions.
Flowers grow faster by listening to music. So, according to research done in South Korea, play the mums a little Mozart and they’ll perk right up. The study found that “music helped plants grow at a faster pace, and is evidence that plants have genes that enable them to ‘hear.’”
Music is a powerful thing—much more so than most even realize. As the research grows, so does our love for and desire to have music in our lives.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your customers.
Great products? Check. Clean displays? Check. A well crafted brand identity? Definitely. An in-store vibe that fits that business’ brand? Che…wait…a WHAT that fits the brand?
For many of today’s businesses, having a great product, display and staff are only part of the battle. To create a truly successful business, owners must think about the the overall atmosphere—or vibe—of their business. Is it sending the message they want to send? Is it attracting the right target customer groups?
Creating the right atmosphere for a business means considering many different factors. These details should serve to reinforce the overarching brand so that the first impression of a guest, and the overall vibe of the business, makes sense. And, just as importantly, brings them back to the store.
Every choice made when seeking to create the right vibe for a business can impact the mood of the customers, the staff, and the overall experience the business fosters. Here are a 5 things to consider when working to build out the right vibe for a business.
Finding ways to put special and unique touches throughout the store can really be a great way to solidify the style and vibe of the store. For a retail clothing store, for example, creative price tags, branding the merchandise bags in a fun way, or even making sure the clothes hangers are uniform and stylish can help reinforce the overall feel of the store. But, make sure these details are ones that will resonate with the target customer group. Going back to the clothing store example, If the business is working to create an upscale, sophisticated, luxury vibe, the merchandise bags should reflect that, and, to quote “Mommie Dearest,” maybe no wire hangers.
Imagine walking into a store and what is playing overhead doesn’t mirror what the store is selling or—or worse—it is silent. None of that serves to make customers feel good about the experience. Music is one of the most important factors to consider when creating the ideal vibe for a business. According to research from DJS, 91% of retailers surveyed believe music makes both customers and staff happier. What soundtracks are going to make customers enjoy being in the business more? For example, a gym or fitness oriented business should focus on playing upbeat, high energy music—and leave the easy, soft rock for the dental office down the street. Businesses must create a vibe that works to their best advantage, and using music to create an atmosphere that not only brings customers in, but keeps them coming back.
While the hearing category is covered with the in-store music, businesses should also be sure to include sight and smell when creating their ideal vibe. If something doesn’t look right, customers won’t buy it. Specifically, lighting can be an owner’s friend—or their greatest enemy. Choose lightning that displays merchandise or the space in the most flattering way possible. Extremely bright—or the reverse of too dim—can have a major effect on the store’s vibe. In the case of a restaurant, too bright isn’t good and too dim can have customers wondering what the owners are hiding. The same is true for smell. Smell is the sense most closely tied to emotion, so it is an extremely important element. A craft store, for example, may consider a mild, seasonal candle. Nothing too overpowering, but a nice, light scent can get customers in the right mood.
In-store announcements can be a great way to share news about special offers, upcoming events or any number of informative pieces with customers. However, the tone, volume and verbiage of those announcements can make or break a business’ vibe. Make sure the voice talent for these announcements serves to reinforce the feel and not detract from it. Also, make sure that the wording used will be impactful for the customer base. Stay away from trendy sayings if the target customer won’t understand them. Once again, it all comes down to considering the target customer.
By far, one of the most important factors that plays a role in the overall vibe of a store are the people who spend the MOST time in it—the employees. What are they wearing? Are they up to date with the product offerings? How are they greeting or saying goodbye to customers? Hiring employees who are most likely to reach the customer base is one part of having an engaged and impactful staff. The next part is training them to inherently reinforce the vibe the business is looking to create. Make sure there is consistency where there needs to be, but allow room for each employee’s talent to shine.
In the end, the decisions made for any of the above factors should orbit around one critical thing —the target customer. What do THEY want? What do THEY expect? Each factor is important in its own right, however business owners should always keep the customer at the core. And, by creating the in-store vibe they want, customers will likely want to spend more time there—and more money.
Interested in learning more? Request a demo of Vibenomics today, and learn how you can start creating on-brand music and messaging for your in-store customers.
Many business owners believe they can find a solid station or playlist that appeals to their target audience group, then sit back and be done with it. And if that is the approach they are taking, they are only letting in-store audio do a fraction of what it is capable of. They should consider implementing a process called “dayparting”.
Dayparting is a term that originated in the radio industry. It is used to describe parsing the day into different, benchmarked times throughout and playing certain songs or content at a certain time of the day. You can read more about dayparting and its history in an earlier post here.
While radio is the origin, businesses also have good reason to consider dayparting as it pertains to their in-store audio. Understanding and catering in-store audio to a target audience is only part of the equation of making in-store audio work best for the business. The audio programing must be tailored according to what those customers do during different parts of their day (hence the term dayparting!).
First of all, the most important aspect, regardless of time of day, is knowing the customer. Market research indicates who the target audience is for the business, but understanding more about their habits and preference for the time of day can be the perfect added touch.
In order to take a closer look at how dayparting can help widen a store’s appeal to different audiences while also increasing sales, let’s take a quick look at how the radio industry parts its days. The work days, meaning Monday-Friday, are split into five separate groups for radio purposes by Nielson audio. Those segments include morning drive, midday, afternoon drive, evening, and overnight.
For this purpose, let’s focus on the categories most likely relevant here—morning, midday/afternoon, and evening. How can dayparting using these categories appeal to different audience groups?
The Morning Crowd
Let’s say the business in question is a popular coffee shop. The morning rush is often the busiest time. Likely, customers want to come in, grab their coffee, and be on their way to the rest of their day. And that’s fine with the coffee shop as customers lingering around take up valuable table space or create a more crowded ordering area. Playing more upbeat, higher tempo (but non-intrusive) music can move the customer along without them even realizing it. It also creates a nice, happy tone to start the day. These factors allow the shop to appeal to this particular, highly-prized demographic.
On the other hand, consider early morning grocery shoppers. This audience would likely appreciate a more relaxed tone. Maybe kids were just dropped off at school and it’s that brief moment of peace for a parent. Or a night shift worker is stopping in to get a little shopping done before heading to bed. Playing something that allows them to breathe and take their time will likely be welcomed.
The Mid-day Visitor
Again, determining what to play over the in-store speakers at this time of day depends on the target demographic and goals of the business. For example, if a restaurant is looking to do most of their sales during mid-day business meetings and lunches, that may be the best time time to play popular music and make more important on-air announcements. On the other hand, think back to the coffee shop example. Mid-day may be slower for the restaurant, or they may have a similar coffee meeting business crowd. If that’s the case, they would likely want to encourage patrons to stick around for a while with a slower paced, softer tone. And this mid-day time may be a chance to add some announcements voiced in a smooth, gentle tone.
The Evening Rush
When it comes to the evening rush, it’s important to, again, consider the business and the target audience. Take two different bars for example. One is a more upscale, cocktail bar. The other is a big, loud sports bar. These may have a bit of customer overlap in demographics, but think about what experience the audience is looking to have by walking in the doors. A customer walking into the sports bar expects loud music and maybe on-air game announcements or drink specials. The customer who walks into the craft cocktail bar would likely turn right around if they had that type of audio experience.
At the root of dayparting is a consideration of the customer experience. What does each audience at each part of the day want to hear? While the morning customer may be the same general target as the evening customer, are they really expecting an identical experience?
Dayparting allows businesses to create an audio experience that appeals to the particular customer at the particular time they walk through the doors.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Think about every employee who works in a store. Think about their unique likes, opinions and general preferences. Now consider this: what if each of them could control the music style, volume, and what plays over the in-store speakers? Liz loves Taylor Swift but Jessie can’t stand that music and only likes pop-country like Luke Bryan. Every time Liz turns up Taylor, Jessie quickly moves to the back to change it to her style. Similarly, some employees like to have music turned up all the way while others like to keep it a bit lower, which soon turns into a constant volume war. Sound familiar?
When it comes to music style and preference, store owners can attempt to get it right by identifying their target audiences and matching the in-store audio style to a particular demographic. But, it’s hard to stay consistent if employees can change the station based on their liking—especially if the owner isn’t there.
Finding ways to control a store’s atmosphere is hard enough as it is—particularly when working within a franchise or part of a chain. The music style and messaging needs to fit the geographic area, but also remain consistent across the brand. In addition, there needs to be room to consider dayparting and appropriate tones for local in-store announcements. At the very least, having a uniform playlist from franchise to franchise or location to location will reinforce that brand consistency, no matter where the store is located.
While in-store audio may not be the first thing that an owner considers when it comes to controlling their brand, it’s an easy one to implement that can also make a significant difference. Controlling audio ensures that everything playing over the in-store speakers is creating just the right atmosphere.
Ensure Music Reflects Style
When it comes to controlling the brand identity through audio, the first topic to consider is the style of the store. Is it a low key sports bar? Or a higher-end electronics shop? Or a dance studio? Whatever the style of the store, it should be reflected in the style of the music and other in-store audio.
Keep in mind that 67% of shoppers who recall hearing music during their most recent shopping trip identified the music as being programmed specifically for the retail location as opposed to the shop simply blaring a local radio station that can easily be changed based on employee preference. Custom-selected background music for the store, alongside tailored overhead announcements, can promote and control the brand identity. It can also serve as a control point for the target audience.
Think about it—if a middle aged woman walks by a skateboarding store and hears heavy metal blaring loudly, she’s likely not going to go in. This scenario is fine as she isn’t the target audience for the store’s products. But that teen walking by a few feet away? He is just as likely to be drawn in by the same music and much more likely to walk out a satisfied customer.
Control the Mood
If lines are long or the flow of the store isn’t quite ideal, music can help impact both the length of time that customers will linger as well as how long their perceived wait times are. Imagine waiting in a long grocery store line in complete silence. To most, that atmosphere would seem off-putting and even awkward. In this case, music can play a dramatic role in controlling the mood of the store. For example, if the business is overly busy, the in-store audio system can help to move people in and out quickly. Or, if it’s a slower time of day, the playlist can reflect the mood with more mellow tunes to encourage people to take their time and shop around.
Find the Right Resources
Once the right audio brand identity is honed in on, owners can put certain mechanisms in place to make sure that the identity isn’t compromised. Having playlist and announcement outlines available in a centralized, easy to access location can eliminate the potential for confusion or for an employee to take the in-store audio too far off track.
Franchises or independent store chains have easy and quick access to effective audio marketing tools that can be utilized without managers having to spend time hoping that it’s on-brand. These solutions allow the overarching brand guidelines to be followed, while also providing the freedom to personalize when necessary, controlling what is played, when customers hear it, and even how often.
While maintaining brand guidelines can be tough, it certainly isn’t impossible. Finding the right resources to build custom playlists and announcement scripts for the target customer groups can make staying on brand easy and fun. When stores control the audio experience, that can also mean control over sales, customer experiences and employee energy.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
Picture this scenario: a man walks into an upscale suit boutique looking for a new tuxedo for an upcoming formal charity event. The displays are perfect. A subdued yet elegant and masculine smell wafts through the air. And the music is screaming heavy metal.
Uh-oh. Something isn’t right here.
To create just the right in-store atmosphere, businesses should use everything at their disposal. From the carefully designed displays to making sure the store smells just right, a business owner can look around and feel as though they have done everything in their power to draw shoppers in and encourage them to shop. But a misstep on music, like in the above example, can bring the entire thing crashing down.
But selecting the right genre of music is only part of the puzzle. Business or retail owners should also consider the impact certain aspects of the music can have on shoppers. Take, for example, tempo and pace. When looking to control the flow and pace of the store, in-store audio can have a major impact.
When the tempo of a song picks up, the natural inclination of a person is to speed up. The inverse is also true—the natural inclination individuals have when the pace of music slows is to slow down. Think about being at a wedding reception. It’s likely the happy couple wouldn’t begin a slow waltz during “Shout” by the Isley Brothers. Those store owners who know the impact of music on shoppers can use that power to better control the pace and flow of their stores. A customized musical soundtrack—paired with the right in-store announcements—can influence customer’s in-store movements and be a critical tool to improve traffic flow and, ultimately, improve the bottom line.
How Does Music Impact Customers?
There has been study after study conducted to learn why people enjoy listening to music. For example, one study concluded that people listen to music to regulate arousal and mood, to achieve self-awareness, and as an expression of social relatedness.
Specifically when it comes to in-store music’s impact on shoppers, 63% of small retailers agree that playing music encourages customers to spend longer in-store. 72% of people who like music in-store say that a shop playing music is more inviting and 76% of small business owners believe they can positively influence the behavior of customers through music.
When it comes to using music to positively influence the flow of traffic, however, it goes beyond just this basic explanation of stimulation to HOW tempo and pace can impact the behavior of shoppers.
Let’s Talk Tempo
As noted previously, the natural inclination to hearing a fast tempo tune is to increase speed, creating a greater sense of urgency. For business owners, that is particularly important to note. Play a song with too fast of a tempo and customers are rushing through the aisles, potentially missing important items and leaving without a purchase. And yet, if the tempo is too slow? Customers could stick around for much longer than desired, taking up space at tables or in other areas of the business.
Creating a specially curated playlist that features songs of a specific pace at a certain time of day can either keep customers moving about the business at an efficient pace during higher traffic times. For a family restaurant, the dinner hour is likely not when an owner wants customers lingering at the table long after the meal is finished, so keeping the music upbeat is usually a good idea.
On the other hand, carefully selected music with a slower pace can help to slow customers down. This can be of particular importance if the store has higher ticket items that may require a little more thought and decision-making.
While the preferred genre of the target customer should be the first thing businesses consider, looking at the various times of the day (a term called “dayparting” which we examined in a previous post) can help to improve business through the pacing and tempo of their in-store audio.
The Answer? Very.
To answer the question posed in the title of this post, pace and tempo are extremely important, particularly when it comes to crafting a soundtrack to support the flow for any business. Controlling the way customers or potential customers experience a space is critical to the sales, and thereby the success, of a business. Music tempo and pace can be an easy and efficient way to do that. By using a custom designed in-store playlist, businesses can control flow through a vehicle they likely already have today—in-store speakers.
Interested in learning more? Request a demo of Vibenomics today and learn how you can start creating on-brand music and messaging for your in-store customers.
For today’s consumers, in-store music is a critical part of the overall customer experience. From the workout pumps blaring at the gym to the soft jazz at a 5-star restaurant to the kid-friendly announcements at the amusement park, themed music seems to be everywhere. As such, it’s become a permanent fixture of almost every in-store situation imaginable. However, many business and franchise owners think it’s enough to tune into a local radio station and leave it at that.
While that may seem to work for some stores, there is likely a better and more effective way to cultivate the best atmosphere and entice shoppers using both in-store music and audio announcements. Smarter, more strategic retailers are waking up to the fact that a carefully cultivated music soundtrack can make a difference in the bottom line. Research shows that the kind of audio experience, including tempo, volume, and variety, can make all difference between stimulating sales and customers walking out the door. Being able to control what plays over the speakers is a great way to ensure the in-store experience stays positive. The radio offers a level of uncertainty many store owners shouldn’t accept.
One area store owners should look to control when it comes to their in-store audio is how (or if) to change what’s being played over the speakers based on the seasonal changes or upcoming holidays. In-store audio can be a big part of changing the atmosphere of the store for the season—and a positive one if done correctly. Here are a few things to keep in mind when moving from season to season with in-store audio.
Know the Customers
This one is crucial for many areas of the business, but working to understand who customers are and what type of in-store audio they prefer can make a big difference when it comes to conversions. For some customers, welcoming in the holidays with traditional holiday music can be just the thing to get them in the right sort of spirit— including the holiday spending spirit. However, it can do just the opposite for others. A little too much Rudolph and they’ll go fleeing to competitors.
It’s not enough to just know if a store SHOULD play holiday or seasonal music—it’s also important to determine which style is appropriate. Again, it goes back to knowing the customer and their preferences. Do they prefer traditional Bing Crosby holiday music or will they want to hear Mariah Carey’s version of ‘Silent Night’? Consider all of these factors before pressing play.
Think About the Timing
While some may love Halloween, playing spooky music as soon as Labor Day is over may not be the best decision for your business. Think through how this audio is going to change the mood of the those in the store and whether it will impact a potential sale. Labor Day—for many at least—means back to school time. For a children’s clothing retailer, for example, rather than changing immediately to ‘Werewolves of London,’ keep it on some Top 40 hits with some helpful back to school announcements peppered in.
The same can be said for every other season. Think about what is coming up or what events are currently going on and how that can benefit the in-store experience. Going into summer? Businesses with an outdoor pool event space can encourage customers to plan a fun summer pool party! However, not best idea to keep that announcement running during the dead of winter.
Determine the Current Seasonal Sales Focus
Going back to the Halloween example for a moment, while just after Labor Day may not be the right time for a spooky soundtrack, if a retailer is looking to move Halloween or Oktoberfest style products off their shelves, playing that sort of music can do the trick and get customers in the shopping mood.
Beyond the music selection, owners can think about on-demand announcements as a way to migrate the store atmosphere from one season to the next. How? Think about Valentine’s Day. If a customer is in the store and that holiday is the last thing on their mind, a simple nudge from the overhead announcer can not only get the store a sale, but save him or her from a little trouble at home.
No matter what the season, using the in-store audio experience can make the transition effective and impactful by getting the customer in the right mindset. And a customer in the right mindset can mean the right impact on the bottom line.
Interested in learning more? Request a demo of Fuzic today and learn how you can start creating on-brand music and messaging for your in-store customers.
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