Play and Sell Store Theme Music

Music sets the mood for shoppers, so think carefully about what you play as background. Then since you've put all the thought into it, sell the music. Have a selection of CDs featuring the melodies your shoppers are hearing. In fact, even if you choose not to play background music, strengthen your store brand and profits by selling the right CDs.

• Start by selecting music consistent with the personality your business aims for. Cracker Barrel projects a family-oriented country and bluegrass personality in the music they sell. On the other hand, Starbucks aims for a cosmopolitan, cool personality, as reflected by music you'll hear there and the CDs they feature.
• Describe the music that's playing as free samples of what's available for purchase on the CDs. Have signage throughout the store that reads, "The music you're hearing is available for purchase when you check out." Coach cashiers to watch for customers who show interest in an album, and when that interest is there to say, "Thank you for shopping with us. Would you like to take a look at the CD containing the music you're hearing play now?"
• Once you get going, expand the CD selection to include some extensions of the core store personality. Then notice which CDs people buy. This can help you sense any changes your profit-producing customers are expressing in the personality they'd like your store to have.

     Cracker Barrel, Starbucks, Wal-Mart and Target each have arranged to sell house brand special edition CDs which include tracks not available elsewhere. If you can do this, it is clearly a selling point. But even if you choose not to start your own record label, use the "Play It, Then Sell It" tactic. When the consumer listens to the music, they'll think about your store.