Strengthen Weekday Sales with Music

Psychological depletion influences all sorts of consumer behavior, and it occurs not just within the span of a single day, but also in the difference between weekdays and weekends. A set of University of Bath and Babson College studies finds that in-store music boosts sales Monday through Thursday to a substantially greater extent than Friday through Sunday. The researchers’ explanation, supported by the studies, is that shoppers are under greater pressure during the workweek, and music fosters positive feelings in ways which enhance the shopping experience and restore depleted spirits. Music seemed to be more influential during later hours on the weekdays, when people would be expected to be more depleted than earlier in the day.
     The findings held for both background and foreground music in a grocery store field study. The researchers describe the background music as, “elevator music, with songs in major modes,” and no lyrics. The foreground music was, “songs that were popular at the time of the study and included vocals, likely to be recognized as individual songs.” The volume was designed to be just sufficient to be heard clearly over ambient noise in the store, and the playlist was long enough so that it avoided repetitiveness for employees as well as shoppers.
     The researchers point out their findings apply most clearly to retailers serving people on-the-job from Monday through Thursday. For a customer base composed primarily of vacationers or retirees, different strategies for using music would be called for.
     Other studies say that the music you play, as well as whether to play music at all, should reinforce the store personality you set. Among supermarket chains, Aldi stores don’t use music, Kroger stores do. The nature of the music also matters. If your sales depend on the shopper carefully analyzing the purchase decision, either do not have music or use music that is barely noticeable. Researchers at Columbia University and Northwestern University find that when a customer listens to the music in the store, their attention is taken away from analyzing the purchase decision. If you’re wanting the customers to try new brands or new products, eliminate intrusive music.
     Based on those same research findings, use noticeable music—such as music with lyrics—if you both expect and want the shopper to select items from habit without much thought. Noticeable music helps head off arguments the shopper might make to themselves about the purchase.

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