There are some financial and logistical elements involved in the broadcasting of music in a store. But beyond this aspect, it is interesting to understand the power of music on people. From a psychological and marketing point of view, the effects of music on the costumers purchases have been at stake in numerous researches for decades.
“So, to what extent can musical ambiance dictate people’s behaviours in a shop ?”
Music vs silence ?
It is very unlikely for a brand to not broadcast some music in its shops. We don’t really like silence in our societies, and we can imagine there is a gain to play some music in a selling place. With no music, the atmosphere will seem cold, unwelcoming and lifeless. So first of all, ambient music humanises the place. Researches show the negative impact of silence in stores. People would spend less time in such places, they would spend less money and they wouldn’t have a great time. At the same time, broadcasting music isn’t enough for success, because you have to make sure to get the right outcomes regarding the choice of the playlist or the radio.
Pleasure & good mood
Scientists proved the positive effect of nice music in a shop : clients would feel more satisfied, and in a better mood. The more the music is in adequation with the visitors’s music tastes, the more they are enclined to buy stuffs on impulse and spend more money. Also, they’ll leave with a better image of the brand, which will make them spread the good word around more easily. On another hand, it is not recommended to play some very popular hits, because it brings back some memories to mind that could take the costumer away from his purchases. Music has the power to put people in a certain mood and to influence the way the visitors will perceive the brand. A company must use the mental images that music can create to its own good. That’s why it is important to find the right ambient music that will convey the values of the brand, the products and the place. The effects will be different according to the style of music : jazz, classic, rock’n’roll, pop etc. The choice of music can finally help a brand for its market positioning.
The cognitive effects of music
A lot of different brands have used music to create, redesign or feed their image. For example, Evian rejuvenated its image thanks to the advertisement campaign based on the song We will rock you, a hit that even was sold over 600 000 copies. Ambient music is a real science that advertisers are now taking into account a lot more, like the agency BETC that has become a real specialist about it. There is a cognitive effect to music. Pop music will give a young and dynamic feature to the brand, when classic music will give the impression of something more top of the line. More and more companies even sell their own playlist so their clients can recreate the atmosphere of the shop at their place. Famous brands like Colette, the hotel Costes, Nature & Découvertes, have made a great success selling their ambient musics.