How Background Music Influences Shopper Behaviour
How Background Music Influences Shopper Behaviour
The role of music in shaping the retail brand experience and influencing shopping behavior has long been recognized but has yet to receive much attention in the research literature. To better understand the impact of background music on the retail environment, an exploratory study was conducted by Michael Morrison and Monash University on several well-known retail concepts: Borders Books, FAO Schwarz, Nike Town, and Victoria’s Secret.
Abstract
The findings of this study suggest that the atmosphere of a retail store, including the music played, can affect the perceived uniqueness of products and the perceived level of service. Specifically, carefully chosen and programmed background music can contribute to customers’ time in the store and the distance they travel within it. A personalized music strategy can strengthen the connection between a retail brand and its target market.
Retail stores are facing increasing competition and are therefore seeking ways to differentiate themselves from one another. In the past, color, lighting, and visual merchandising were critical factors in consumers’ decision-making process. However, retailers now recognize that stores should be more than just places to display merchandise for sale. When people make purchasing decisions, they may be influenced by more than just the tangible product or service offered.
Music can be a crucial component of the overall atmosphere of a store and can play a significant role in consumers’ decision-making process.
The research indicates that music can profoundly impact the retail brand experience and shopping behavior. Retailers who carefully consider the role of ambient music in their stores can differentiate themselves from competitors and create a lasting impression on customers. Furthermore, with music now delivered to stores in digital formats, the need for a brand to be correctly licensed is paramount and reflective of its brand values.
Introduction — Background Music
Retail stores need help to stand out in an increasingly competitive market. Traditional methods such as product selection, location, customer service, pricing, and marketing are becoming less effective at differentiating them from their competitors. Instead, retailers create a unique and immersive shopping experience by using color, lighting, and visual merchandising to engage customers’ senses.
These elements, such as flat screen videos, graphics, music, smells, lighting, and flooring, can help to capture the brand’s image and personality and create an atmosphere that influences customers’ attitudes and perceptions of the store’s overall quality, including the uniqueness of the products, service levels, and price. In some cases, the atmosphere created by these elements may influence customers’ purchasing decisions more than the products themselves.
Music, in particular, has been shown to significantly impact people’s purchasing behavior, as it can alter their moods and influence their behavior. Victoria’s Secret is an example of a retailer that has effectively used music to create a prestigious atmosphere and increase customers’ perceptions of the quality of their products and service.
Music influences people’s behavior in other areas besides purchasing decisions. The level of service that a restaurant provides may be positively influenced by the music played in the space. Music can also impact how long people stay in a consumer service environment, their moods, and their overall perceptions of the style of the experience.
When it comes to retail environments, however, more research needs to be done on how sound can affect shoppers’ buying decisions. One study investigating this issue was conducted at Borders Books. Customers were randomly assigned to listen to classical or rock-and-roll music before they were given access to Borders’s book selection.
The researchers found that the group that listened to rock-and-roll music made significantly fewer purchases than those who listened to classical music. The researchers also found that customers who were given access to the stores after listening to rock-and-roll music were more likely to make purchases than those who did not listen to music before entering the store.
The Power of Music
Music is a universal language that can connect with our emotions and impact our moods. It is a versatile form of expression that can relax or energize us.
Retailers can use music to create a connection with their customers and establish a specific atmosphere in their stores. By understanding the demographics and psychographics of their target market, retailers can use music to create a personalized and welcoming environment that caters to the preferences and lifestyles of their customers. This can lead to an enhanced shopping experience and influence purchasing decision-making. Music is an invaluable tool for retailers because it can affect customers’ shopping experiences and physical behavior. For example, music can change how customers view products, control their spending, and help them visualize themselves using a product. One of the ways that music has been shown to impact consumers is by increasing relaxation and decreasing anxiety in retail environments.
Stores can make consumers feel comfortable and relaxed by playing calming music with minimal visual cues or other stimuli. Retail stores are well-known for having strict rules about playing silence over loudspeakers when no one is in the store. For example, at Borders Books, customers are asked to only play background music after first obtaining permission from managers.
Incorporating music into a retail brand’s strategy can create a strong and memorable connection with specific target markets.
By carefully selecting music that aligns with the brand’s image and resonates with its target audience, retailers can create a distinct mood and atmosphere in their stores. This can leave a lasting impression on customers and help to differentiate the brand from its competitors.
Furthermore, research has shown that music can play a role in influencing consumer behavior in a retail setting. Studies have found that music can affect how we perceive time, control our emotions, and even motivate the subconscious (Arena & Kim, 1993; Donavan and Rossiter, 1982; Ortiz, 1997; Smith and Curnow, 1966). Therefore, using music as a part of a retail brand’s marketing strategy can create a positive and engaging customer environment and drive sales.
The Purpose Of The Study
This exploratory study aimed to better understand the relationship between music and retail branding. This research aimed to investigate music’s influence on retail branding and its effect on consumer shopping behavior. Experimental research is proper when there is a lack of previous research on a particular topic and is focused on discovering patterns, ideas, or hypotheses rather than testing or confirming a view (Hussey and Hussey, 1997). Zikmond (1991) identifies three purposes for exploratory research: situation diagnosis, screening alternatives, and discovering new ideas (Zikmond, 1991: 103).
The sample for this study included several well-known retail brands such as Borders Books, FAO Schwarz, Nike Town, and Victoria’s Secret. Data was collected through face-to-face interviews and in-store observations in four major retail cities in the United States: Dallas, Chicago, Las Vegas, and Los Angeles.
Face-to-face interviews were conducted with sales associates and store management in the stores and with selected shoppers outside the stores. This study serves as a foundation for future research on the topic.
Additionally, this study is meant to be a starting point for future research on music and retail, particularly in music selection and placement. Some additional areas that need to be explored include music as a service, understanding consumers’ perceptions, and understanding the impact of music on other shopping behaviors.
Literature Review
Music has long been recognized as impacting consumer behavior, and previous research has examined various factors that may influence this relationship. These factors include the tempo of the music (Milliman, 1982), the volume of the background music (Smith and Curnow, 1966; Yalch and Spangenberg, 1990), and the genre of the music (Baker, Levy, and Grewal, 1992).
Music is often considered a critical component of store atmosphere and can play a role in the purchase decision-making process ( Areni and Kim, 1993; Donavan and Rossiter, 1982; Smith and Curnow, 1966).
One way retailers can leverage the power of music is by developing a personalized music strategy that considers the demographics (such as age, gender mix, and income levels) and psychographics (such as preferences, lifestyles, personalities, and attitudes) of their target market.
This can help create a strong connection with specific customer groups and support the retail brand. However, there is much debate about the impact of music on listeners, and it is sometimes unclear what clear messages or emotions are being communicated through music (Adams, 1998; Storr, 1992).
Grayston’s study (1974) suggests that the effectiveness of music in influencing consumer behavior may depend on how well it fits the context in which it is being used. In other words, carefully selected music that creates the right mood can effectively differentiate a retail brand and make a positive first and lasting impression on customers.
Music can motivate the subconscious and create a strong emotional response in listeners. By understanding the needs and preferences of their target market, retailers can use music to create an audio environment that makes customers feel comfortable, relaxed, and happy to spend time and money in their store.
The Case Studies
Borders Books
Borders Books is a store that aims to create a welcoming atmosphere for its customers, encouraging them to spend as much time as possible within its walls. Upon entering the store, customers are immediately invited to browse a vast selection of books, sit down and enjoy a cup of coffee or a meal, listen to music, and relax for as long as they’d like.
One strategy Borders Books employs to keep customers in the store for more extended periods is the use of in-store music. Research has shown that when shoppers can take their time and move slowly throughout the store, they are more likely to make purchases (Areni and Kim, 1993; Donavan and Rossiter, 1982; Milliman, 1982; Yalch and Spangenberg, 1990).
Borders Books plays music with a slow, relaxed tempo to facilitate this. This helps to alter customers’ perception of how much time they’ve spent in the store and creates a soothing atmosphere that encourages discussions about products and services between customers and sales associates.
FAO Schwarz
FAO Schwarz is a world-renowned toy store located in Las Vegas, Nevada. With a staggering 57,000 square feet of space, it is the largest toy store in the world and a must-see attraction for visitors to the city. Located within the impressive Forum Shopping Mall, the store showcases a wide range of toys from all major manufacturers. It is divided into themed sections, each with a unique atmosphere created through music.
One of the most popular sections of the store is the Mattel Barbie range, which is carefully curated to provide the best shopping experience. The store also features a dramatic Star Wars department with the world’s only Star Wars Cantina. Another store highlight is the FAO Schweetz section, offering an incredible selection of candy and chocolates.
The store is designed to be a magical, immersive shopping experience, with a giant three-story-high Trojan horse and music playing throughout the store to create the right mood and atmosphere. The store’s three floors are filled with toys for children of all ages, including plush toys, electronic games, arts and crafts, and dolls. The music in the Barbie section is upbeat and energetic. In contrast, the music in the Star Wars department is dramatic and epic, helping to transport visitors to a galaxy far, far away.
In a city known for its casinos and gambling, shopping may not always be the main focus for visitors. However, the music and atmosphere of FAO Schwarz help to entice, excite, and entertain shoppers, making it a top destination for both children and adults.
Nike Town
Nike Town is a place where the brand is central to everything. According to Chernatony and McDonald (1998), a successful brand forms a high-quality relationship with its customers, making them feel a sense of loyalty and even passion. You are immediately immersed in the brand when you enter a Nike store. The Nike logo can be found on door handles, elevator buttons, floor tiles, store fixtures, video screens, interactive kiosks, and music.
The stores are designed to be multi-sensory retail environments that engage all senses with lighting effects, video monitors, large images of famous athletes, interactive displays, and energetic music. There were also sound effects in the past, such as bouncing tennis balls or chirping birds in some store regions, but these have since been removed. The current in-store music is high energy and upbeat, designed to appeal to younger urban customers. It helps to create a welcoming atmosphere and sets Nike apart from its competitors.
The Chicago, Las Vegas, and Los Angeles store staff expressed enthusiasm for the current music selection. The popularity of in-store music has even led to creating of “Nike Music” playlists for customers.
Victoria’s Secret
The shopping environment can significantly impact customer attitudes and perceptions of a store’s quality, including the uniqueness of its products, service levels, and prices (Baker, Grewal, & Parasraman, 1994). Victoria’s Secret is a prime example of this effect.
Upon entering the store, one can immediately sense a sense of elegance and style. During our visit, the store was amid a Valentine’s Day promotion, with many red and pink, silky, satiny, and lacy items on display. The atmosphere was very feminine and sexy. The in-store music added to the perception of richness and grandeur. It is believed that playing classical music in their stores has contributed to the prestigious atmosphere, leading to a customer perception of higher quality in both merchandise and service (consistent with Yalch & Spangenberg’s study, 1990).
Speaking with store staff gave the impression that soothing music is essential when interacting with customers about potential purchases. Therefore, a piece that facilitates conversation between individuals may be desirable in situations where customers are likely to seek the advice of a sales associate. This is certainly relevant at Victoria’s Secret, mainly when men, who were once not considered the target audience, enter the store.
Limitations of the Research & Future Research
The research on music’s impact on retail brands and shopping behavior has a few limitations. These include difficulties collecting and analyzing relevant data, controlling for external factors, and establishing a direct connection between music, consumer decision-making, and brand recognition. To address these limitations, a series of field experiments should be conducted. These experiments should last for at least 30 days and occur at different times (e.g., mornings, afternoons, evenings, weekdays, and weekends) to account for the fact that people may have various reasons for shopping at different times. The research should focus on factors such as how long customers stay in the store, customer traffic, and purchase decisions.
Limitations are also present in previous studies. The precise mechanisms behind music influencing perceptions and behavior in the store need to be further explored. In addition, only a few studies focus on music played at the store level rather than beyond the store. This is especially important given that most music is downloaded from personal computers or iPods and therefore is likely to impact retail behavior outside of the store as well. In addition, previous studies have focused solely on music in American stores; however, these results should be replicated in global markets such as China, where brands are becoming increasingly popular and consumers are more sophisticated and culturally diverse.
Conclusion
A store’s environment can give consumers information about the store’s unique merchandise and the quality of its service, influencing their attitudes and perceptions of the store’s overall image. Music can significantly alter a store’s mood and appearance and create a lasting impression on customers and brand recall.
According to research, carefully chosen background music can enhance the overall shopping experience and help establish a distinct identity for a retail brand. Customers may feel more at ease and linger in the store longer if the music is tailored to their demographic and psychographic profile. Other scientific studies found the longer a person spends in a store, the more money they will spend.
Originally published at https://musicvybe.com on January, 2023
