SYS-CON MEDIA Authors: Zakia Bouachraoui, Liz McMillan, Carmen Gonzalez, Roger Strukhoff, David Linthicum

Article

Buy a Red Door and Paint it Black: How Music Affects Consumer Purchasing In-Store

How Music Affects Purchasing In-Store

In our day-to-day activities, music can play an important role in “getting us through it.” A student uses calm, relaxing jazz as a study aide for an exam, while a delivery driver’s head bobs along to “Born to Be Wild” to pass the time on the road, and a retail store use Christmas music to lightly entertain shoppers while they get their holiday shopping done early (or last minute). Music has been proven to have attributional benefits, such as raising IQ levels, relieving anxiety, or promoting a social atmosphere. The effect music has on the mood of its listeners is impactful, whether it’s being listened to actively and consciously, or subconsciously received as background noise.

But shoppers aren’t wandering through malls for a free concert, they came to your store with a purpose in mind. Just because they’re not actively listening, doesn’t mean the subtle background music won’t affect a customer’s shopping list. In fact, there are many studies produced on the topic of music’s effect on enhancing the shopping experience. A study by Cain-Smith & Curnow found that “loud [and high tempo] music causes customers to move through a supermarket more quickly, without reducing sales value” while a study by Milliman found that “low-tempo music causes shoppers to move slowly, but they also buy more.” As you might expect, louder, more upbeat music will cause customers to move more quickly and make hastier purchase decisions. This atmosphere is often found in venues promoting a fun and upbeat atmosphere, like a bar or dance club. On the other hand, softer, low-tempo music can create a calming atmosphere that encourage customers to take their time, as you’ve likely experienced on your last grocery trip.

A separate study by North, Hargreaves, and McKendrick dives into this connection and explains that background music in stores is not only meant for mild entertainment, but to prime them in a way that encourages specific behaviors. In other words, music elicits certain emotions or desires that can put them in the best mindset to shop and optimize their experience in-store. In this particular study, French and German music were alternately played in a wine shop. Although the shoppers were not of predominantly French or German background, they were able to understand the specific culture the music was meant to portray. Results demonstrated that on days when French music was played, French wine was purchased more often than German wine, and similarly, on days when German music was played, German wine outperformed French in sales. At the end of the study, shoppers were evaluated on their experiences in the shop, and they stated that they did not notice the music being played and believed that their purchases were not influenced in any way.

Depending on the setting and atmosphere you are in, certain music is often more appropriate than others. For example, if you’re shopping in a Toys R Us, it might feel strange to be suddenly hit with the guitar riff from Stairway to Heaven, or the surprise you would feel if you’re browsing in Abercrombie & Fitch and get an earful of Beethoven’s Symphony No. 9. Customer experience is the most important aspect of selecting the type of music to play in your store. Consider the culture of your own business and evaluate the effect specific genres would have on your customer base.

Retailers that are able to harness the power of music to accentuate their brand experience in-store will find the conversion rates on their shoppers at a whole new level. Consumer behavior can be a predictable engine, and if retailers truly understand their target customers they’ll be able to design an environment that puts customers in the optimal mindset to purchase with their brand. But don’t forget that customers are there to shop, Van Halen.


About Scanalytics

Scanalytics is among the top 10 fastest growing “Internet of Things” companies, measuring human behavior insights through intelligent floor sensors. The SoleSensor platform translates consumer foot traffic into actionable data through a dashboard interface for real-time and historical viewing of trends in physical spaces. Using the floor sensor technology, brands capture and analyze occupancy, traffic patterns and engagement times to increase conversions and improve ROI.

With over 40 million impressions to date, Scanalytics has deployed SoleSensors across the United States, Canada, Mexico, Europe and Southeast Asia. Learn more at: www.scanalyticsinc.com

More Stories By Jason Trovela

Jason Trovela is a Market Research Analyst at Scanalytics Inc., an Internet of Things company that analyzes consumer behavior insights through smart floor sensors. The analytics platform helps businesses drive more foot traffic and increase the ROI of their locations by measuring how many people enter a space, what routes and patterns they take, and how long they engage with a product or display. Jason works with the marketing and product teams at Scanalytics researching new opportunities to enhance the technology and identify new market applications.

Latest Stories
Moroccanoil®, the global leader in oil-infused beauty, is thrilled to announce the NEW Moroccanoil Color Depositing Masks, a collection of dual-benefit hair masks that deposit pure pigments while providing the treatment benefits of a deep conditioning mask. The collection consists of seven curated shades for commitment-free, beautifully-colored hair that looks and feels healthy.
The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today. According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purcha...
The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today. According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purcha...
We all love the many benefits of natural plant oils, used as a deap treatment before shampooing, at home or at the beach, but is there an all-in-one solution for everyday intensive nutrition and modern styling?I am passionate about the benefits of natural extracts with tried-and-tested results, which I have used to develop my own brand (lemon for its acid ph, wheat germ for its fortifying action…). I wanted a product which combined caring and styling effects, and which could be used after shampo...
The precious oil is extracted from the seeds of prickly pear cactus plant. After taking out the seeds from the fruits, they are adequately dried and then cold pressed to obtain the oil. Indeed, the prickly seed oil is quite expensive. Well, that is understandable when you consider the fact that the seeds are really tiny and each seed contain only about 5% of oil in it at most, plus the seeds are usually handpicked from the fruits. This means it will take tons of these seeds to produce just one b...
Steaz, the nation's top-selling organic and fair trade green-tea-based beverage company, announces its 2017 "Mind. Body. Soul." tour, which will bring authentic experiences inspired by the brand's signature Mind. Body. Soul. tagline to life across the country. The tour will inform, educate, inspire and entertain through events, digital activations and partner-curated experiences developed to support the three pillars of complete health and wellness.
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
Platform9, the leader in SaaS-managed hybrid cloud, has announced it will present five sessions at four upcoming industry conferences in June: BCS in London, DevOpsCon in Berlin, HPE Discover and Cloud Computing Expo 2019.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...