The Benefits of Playing the Right Audio in Your Orange County Retail SpaceBrianChappell
Have you ever been inside a silent retail store with no music playing in the background? What was your initial impression? You most likely felt uncomfortable and after looking around a bit, you left fast and headed towards a more welcoming store.
Looking from a different perspective, have you ever exited a store because the music was too loud or irritating, making you feel stressed and annoyed?
Music is the key element in the retail mix. Great music has the potential to put customers in the right mood, redefine the retail store’s image, attract new customers and grow sales and revenue.
Here are some excellent reasons why playing the right music is beneficial to your retail business in Orange County:
1. What is your brand?
Are you a relaxed, carefree brand? Do you run stores that are kid-friendly with a warm atmosphere? Are you vibrant, edgy and energetic? The loudness, tempo and style of the music you play can help communicate the personality of your brand to customers, even before they enter your store.
Imagine that you are at the shopping mall, looking for a suit. You most likely won’t enter stores that are playing dance or rap music, as they are unlikely to have formal wear. But if you were looking for a new pair of sneakers you would probably pop into one of those very shops because you were drawn to the music.
If you have been thinking about rebranding or tweaking your store, music could be a powerful tool to achieve your brand’s redesign goals.
2. Building the right atmosphere
As the competition of e-commerce is getting stronger, the shopping experience quality has become one of the key differentiators for physical stores. Music plays a huge role in creating and enhancing the retail experience, to the point that four out of five small retailers think that they would damage their store’s atmosphere if they stopped playing music.
Research shows that the music you play affects the store’s environment and moods and feelings of shoppers. By changing the style and tempo of the background music, retailers could create a visible change in the store’s atmosphere. Analyze the ambiance of your store. What kind of atmosphere would you want to establish?
3. Create a private area
By masking the sounds of movements and voices, background music assists in creating a personal space for customers. This will give them privacy as they walk around your store, browsing the products and making comments to friends or family. This is perhaps unsurprising that a whopping ninety-nine percent of staff who work in stores without music think that shops that play music are more modern and attractive places to shop.
4. Set the pace of shopper
Speed, volume and rhythm of in-store music affects the pace of a customer’s flow throughout the store. When relaxing music is playing at a low volume, people tend to wander around the store’s aisles slowly. And when loud, energetic songs are playing, shoppers tend to speed up their pace through the store. The pace of customer flow does not appear to affect sales.
You should play different styles based on the time of the day and desired goals. A retailer may decide to play louder, fast tempo music when it is close to closing time. This encourages customers to speed through the store. On the other hand, slower music could be played during off-peak times. This will inspire shoppers to wander around and browse the merchandise for a longer time.
5. Shorten your waiting times
Music could affect shoppers’ perception of time. A long queue will feel shorter if there is great music playing in the background. It is the same principle behind the melodies played while callers are put on hold on the phone. When individuals are entertained, they are less likely to get irritated or bored.
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