Tune Up by Varying the Store Music

Changing your store or restaurant during the business day to fit the preferences of the shoppers can build sales revenues. Retail consultant Paco Underhill wrote about a bookstore he worked with that used rotating shelves to showcase retirement advice for early morning mall walkers, child care books for the young mothers shopping before noon, and business books later in the day.
     However, such daily configuration alterations could quickly prove impractical for most retailers. If you want to make changes, it would be easier to vary the music playing in the background, let’s say. Researchers at University of Hamburg, Macquarie University, and Seoul National University, after reviewing dozens of published inquiries into the effects of music in retail settings, provide suggestions:

• Experiment with different playlists used at different times. Assiduously monitor the effects on purchase amounts and longer-term revisits. Getting it right usually takes time, but it’s worthwhile. In one of the studies, in-store music used properly increased average per customer purchase amounts by 68% compared to the no-music situation. Such results are due in large part to appealing music convincing shoppers to stay in the store longer. Further, a number of studies find that when the music is not appealing, customers leave and hesitate returning to shop again. 
• In general, it’s best to keep the music volume low and use tunes with clear rhythm and moderate tempos. Switch to somewhat higher volumes and slightly faster tempos at times that there are lots of other ambient noises in your retail establishment, such as talking or equipment sounds. In these circumstances, the masking effect of music increases shoppers’ ability to consider making purchases. 
• Model what you play on the ways in which other retailers like you are using music, then improve on it. Customers are more likely to accept whatever music you play when they’ve encountered similar play lists at stores or restaurants they consider to be of the same type as yours. To establish your distinctive advantages, though, don’t be almost identical. 

     Other research adds these tips:

• At periods shoppers will be selecting items without much thought, play music including lyrics. At periods shoppers are likely to be looking at new brands or novel products, use music that is barely noticeable. 
• Allow for the sounds of silence. To soothe the savage shopper, have intervals free of the music. A little peace and quiet also puts harried salespeople back in tune. 

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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