In-Store Music – Ambience Or Influence?

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Psychologists have recognized for many years that visual and tactile perceptions can affect an individual’s susceptibility and receptivity to suggestions. A number of scientific studies have been conducted to determine how effective such subliminal manipulation can be in a marketing and sales environment.

Sometimes those suggestions may seem obvious, such as when hot sausage samples are offered in the grocery aisle. Aside from the hope that samplers will appreciate the taste and consider purchasing a package, there is also the olfactory suggestion for anyone in the immediate vicinity.

And of course, most of us are aware that certain colors are said to impart certain moods, just as does music. However, did you know that certain music can also promote certain behavior?

In-store Music can Influence Customers

In 1997 and 1999, A. North, D. Hargreaves and J. McKendrick published the findings reached during a number of scientific studies they conducted, involving the effects of music on the behavior of consumers. They were also perhaps the first to pioneer what is now referred to as sensory branding. Here are a few interesting excerpts from their papers:

Example 1

Study: The study was conducted in a branch of Sports Division (a sport retail chain) to measure the extent to which customer’s perception of the store rated when different styles of music were being played. Customers were asked to complete questionnaires.

Results: The responses indicated that, while customers declared music was unimportant, music actually influenced their perception of the store’s atmosphere. Customers thought the store was ‘cool and modern’ when upbeat, fast tempo music was played, but when slow rock music was played customers thought the store was ‘tired and dull’.

A. North, D. Hargreaves and J. McKendrick (1997) – The perceived importance of in-store music and its effects on store atmosphere

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Example 2

Study: Customers were presented with a list of 11 characteristics, and were asked to rate the bar on each using a scale from 0 (‘The bar definitely does not possess this characteristic’) to 10 (‘The bar definitely does possess this characteristic’) depending on the type of music (or no music).

Results: The results provide clear evidence that different musical styles and also the volume of the music influenced customers’ perception of the bar. The research provided some evidence that the nature of the customers’ perceptions of the bar was related positively to their perception of the music. For example, the more that customers perceived the music as being ‘invigorating’, the more the bar was also perceived this way.

Dr A.C. North, David J. Hargreaves, and Jennifer McKendrick (1998)

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Example 3

Study: The study involved 72 staff working in a data input area of a voucher processing centre. Over the course of the three weeks staff were exposed to fast, slow and no music.

Productivity was assessed through two automated measures taken from the centre’s computer system. These recorded the number of vouchers processed every half hour and the total number of vouchers processed each day.

Results: On the days when fast music was played, over 22% more vouchers had been processed against the days when slow music had been played. Over 12% more vouchers were processed on the days when fast music was played, against days when no music was played.

A. North, D. Hargreaves (1999) – Music Tempo, Productivity and Morale

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Example 4

Study: Research was undertaken to investigate how stereotypical French and German music can influence the selection of French and German wines. Over a two week period French and German music was played on alternate days at an in-store display of evenly priced wines.

Results: French music led to French wines outselling German wines 3:1 and the German music led to the German wines outselling the French wines 2:1.

When customers were questioned leaving the store they were unaware of any effects and denied any influence from the music.

A.North, D. Hargreaves and J. McKendrick (1999) – The Influence of In-Store Music on Wine Selection

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There are a few points that can be noted in the above examples, some of which are more obvious than others. It should be no surprise that music can affect our mood, and it’s certainly not a stretch to imagine that the music could affect our impression of a venue, as is evidenced in examples 1 & 2.

So it seems reasonable, too, that our mood might affect our productivity, as shown in example 3. People tend to be able to avoid distraction and focus more easily when they’re relaxed. But example 4 provides us with a little more explicit demonstration of subliminal suggestion.

If you let your imagination run wild for a moment, you can easily conjure up a number circumstances in which playing the right music could steer shoppers in a desired direction. But to put that to good use, there are a number of factors to consider, such as the demographic data of your customers, the nature of your business and its products and the ability to tailor your music to your time-specific needs.

The Logistics of In-store Music

It’s important to note that it’s not as simple as simply connecting a radio or CD player to your PA system. Replaying copyrighted music requires the payment of royalties to the copyright holders. Failing to do so can be grounds for a civil lawsuit in federal court, and can result in fines of up to $150,000.

Effective management of your own in-store music can be a time consuming process and requires some education in the psychological effects of different types of music. Also, a given piece of music might have one effect in the morning and influence customers in an entirely different way in the evening.

Flexibility is key in maximizing the effectiveness of an in-store music or sensory branding program. Seamless changes of music and announcements of special offers help maintain an invisibility of the program, which is key to the desired subliminal effects.

Fortunately, there are services available that can provide both equipment and installation, if necessary, as well as highly flexible programming. Music styles can be changed by the hour, if desired, and customized announcements can be inserted between songs in a fashion determined by the store manager at a moment’s notice.

Such services are responsible for paying the royalties to the copyright holders, so those nominal costs are typically rolled into the monthly charge for the service, relieving you of that concern.

Additionally, such providers typically have staff that are trained in the psychological effects such music can have upon your customers, and they will be able to help you assemble the best possible programming for your business.

It’s not Magic – It Just Works that Way

As you can see, marketing and sales are much more than simple display techniques. An eye-catching display can have a great impact on a business’ bottom line, but it usually isn’t enough, by itself. Imagine the benefit of being able to implant a persistent desire for your product in someone that didn’t even know of its existence until your in-store music hit their ears. If that’s not magic, it’s the next best thing.

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Source by Steve Gerencer