Reward the Purchase with a Pleasing Sound

Sounds from the shopping experience can burn themselves into the brains of consumers. Since some of the last sounds the shopper hears before leaving the store are those associated with making the purchase, those sounds are especially important. We want the customer to come back soon and often, so we want them to take away pleasing memories.
     A New York Times article titled “A Sound Approach to Marketing” started with an example of painful—not pleasant—memories and with the source being a prison—not a store. The metallic thump when the cell door closed, the jangling of the jailor’s keys, the unrelenting continuous kathump of the ceiling fan. The paroled felons interviewed for the article became agitated as they recalled those sounds.
     There’s a world of difference between being in prison and being in a shopping mall. The opportunity to move around freely, for instance. But wait, how about at the point where your customer is getting set to pay for the purchase at the cash/wrap or is waiting while the screen on the mobile device reads, “Your transaction is being processed”? I admit it’s not as bad as being in lockdown, but the customer is still feeling a sense of entrapment.
     Reward the purchaser with sound effects they’ll find pleasant. This protects the good will you’ve built to that point.

• Give sounds of confirmation as the transaction progresses. A brief series of tones tells the customer that completion of the sale is getting closer. On the other hand, silence breeds annoying uncertainty.
• Keep it gentle. Loud cutting-edge music tells customers your store is trendy. Fast-paced music speeds up the shopper. But with sound effects when the customer is anxious to leave, the loud and the fast can irritate even people who crave excitement.
• Make it distinctive. Brand marketing consultant Martin Lindstrom has shown the advantages of signature sensory sensations—visuals and fragrances associated with a particular store name. The same principle holds for sounds. Make the brief transaction confirmation melody echo a little bit of the music that plays in your radio ad, for instance.
• Top it off with the most pleasing sound of all. Say “thank you,” dear.

Click below for more:
Use Sound Effects to Sell
Use Music to Motivate, Not Disrupt
Play and Sell Store Theme Music