Have you ever waited for a song to finish before you do something? Then you already know what we are talking about.
Recent studies have shown that the right background music can lead to a 2% to 10% increase in business for at least two reasons. On the employees’ side, music creates a more pleasant environment and facilitates concentration, thus improving the quality of work. On the customers’ side, it can be an incentive to increase their stay in the store and, consequently, the likelihood of a purchase.
In both cases, putting a CD on is not enough: it is essential to work out the most suitable sound design for your target and your objectives, always keeping in mind that it will be a further sound stimulus in addition to the many we passively receive every day.
Building the perfect soundtrack.
This is precisely what our Music Supervisors do: they build ad-hoc soundtracks for commercial needs, always keeping in mind some basic guidelines.
1. Music is not decorative -it is an integral part of the store, just like lights, shelves and tables;
2. Music must strengthen the kind of shopping experience offered by the store;
3. Music must be consistent with the brand and its values;
4. Music is made up of silence too -it is fundamental to alternate tracks, so as not put under stress the perception of customers and employees;
5. Music is infinite -exploring it with varied and dynamic soundtracks is the winning choice.
Each store has its own needs, so it is crucial for the playlist to be built track by track; however, some variables apply to all categories.
Music at a moderate volume increases up to 33% the clients’ stay in the store, while high-volume music reduces it. Therefore, the question is: do the revenues of your business increase according to the customer turnover or to their stay in the store?
The complexity of a song also affects the time spent in the store, but in different ways depending on the target -the under 25s seek it, the over 25s do not. Therefore, in this case, reflecting on the demographics of your customers is a must.
We must never forget that the rhythm of the music affects the internal one of people and that an accelerating rhythm corresponds to an acceleration in our actions. In this case too, you should ask yourself if what your store needs is multiple customers or rather, multiple purchases from a single customer.
We are sure that neuromarketing will give us new ideas in the coming years, and our Music Supervisors are looking forward to putting them into practice.
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