How music makes you shop more… or less
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Did you know that one of the secret weapon stores used to get you to shell out money and buy more is actually music? Background music has the power to entice customers to browse longer, spend more money, and even make impulse purchases. So, by using this tactic, store owners can influence the buying habits of customers.
According to research in an article quoted by VMSD, a study shows that playing liked music influences 35% of people to stay longer, 31% of people to revisit the store, 21% of people to recommend the place to a friend and 14% of people to simply make more purchases.
Interestingly, he also found that classical music tends to make people buy expensive items because the music has an air of sophistication and class. It’s a case of buying by association, because we subconsciously associate this type of music with the finer things in life.
Leveraging the benefits of music to increase shopping spend, savvy stores like Harvey Nichols have invested in Music Concierge, a music consultancy to curate specific, bespoke playlists to incentivize shoppers.
This method has actually proven to be so effective that shoppers frequently use the Shazam music app to figure out what’s playing.
Swedish researcher Pernille Andersson found that listening to different types of music influences purchases in different ways. Other factors include the store’s aroma and overall appearance.
In fact, most outlets tend to play a type of background music called muzak which would be able to encourage customers to make unnecessary purchases.
Andersson notes that other styles of music can also cause a consumer to loosen their purse strings.
Fast fashion stores like H&M, on the other hand, tend to play contemporary music to appeal to a younger, trendier demographic. The downside of fast music though is that it tends to make a person move around the store quickly and therefore browse less, reducing the chance of a purchase.
Similarly, fast food restaurants like to use music with a fast tempo that makes customers eat faster, while fine dining restaurants may want to play slower music to encourage diners to stay and order more. wine or dessert.
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