How music affects shopping habits

Music is historically a powerful tool. Used as chants in times of war, used to fight oppression and used as lullabies to help babies sleep. Humans use music to affect and change their environments. Society has changed, as has the use of music, but its impact on us remains the same. Retailers are starting to understand that in-store music can affect shopper habits, but most misunderstand the psychology of the music in their shops.

The Science

Music created an atmosphere in the store which can affect the emotional state of customers depending on volume, speed and pitch. The part of the brain that controls feel-good chemicals like dopamine, serotonin and adrenaline reacts to music it likes and this can be enough to cause buyers to behave differently.

If customers enjoy a positive experience with the music, even if they are spending time in line or waiting to speak with a customer service representative, the time automatically becomes more enjoyable. In short: as long as you provide the right tunes, customers won't mind waiting. 

Genre Changes Perception

When choosing a music genre to play in your store, it’s almost always best to tailor your selection to your target market. The music you play changes the way customers think about your establishment. Chill hop, or Nu Jazz, for example, gives the impression of high cost and quality. If you’re running a teen clothing store, contemporary pop music may be your best bet. If you run an outerwear store for men in their 30s to 50s, a varied selection of classic hits and foot tappers would be a great option. SoSound looks even deeper into our playlists than that. We find the perfect balance for your demographic, taking into consideration what you are wishing to achieve.

When people listen to music they like, they are more likely to make purchases. So choosing music for your store means sending the right message to your customers: you want them to feel positive and confident in their choice, live in the moment, and enjoy themselves.

Tools

When choosing music from above to influence buying behaviour, pace and tempo are two tools to utilise. Slower, more pleasant music makes shoppers spend more time thinking about their purchases and enjoying the atmosphere. Dynamic or fast-paced music encourages faster shopping and fewer purchases.

Conclusion

Music is a powerful tool for retailers. You can encourage customers to feel positive, confident, and happy in their purchases simply by understanding the psychology behind the music you listen to. By using tempo, volume, and genre, and combining your music of choice with appropriate sensory inputs, such as shop fragrances, you can increase the shopping habits of the majority of customers who walk through your doors. Allow the experts at So Sound to do it for you by getting in touch today