Music and Retail
A Musical Affair - Retail & Music!!
Is Music really an essential for retail brands? This is the most common question we
come across as an In-Stores Radio Solution for Retails. With a case study this time
we would finally conclude the topic.
Boon Of Senses
So, as we all know we as humans have 5 very important senses (Smell, Touch, Sight,
Taste and Sound)
that helps us adjust to and understand our environment better. Today we would only
focus on the
Sound or the audio part of our sense.
As humans we rely heavily on our Sense to hear things. So much so that subconsciously
we are always
adjusting our emotions, alertness and other decisions based on it. And therefore,
retailers should focus
On a study done by Institute of Cambridge on ‘Effect of Auditory stimuli on
consumer’s impulse buying
decision’ it was found that the music playing in stores does affect the buying
decision of consumers. In
this study a random grocery store was selected where in they posted about sale on
liquor for 2 days. On
day one more of German & Irish songs where played. And on day two more of
Italian songs were. The
only difference which was found was that on the day when German songs where played,
tend to buy more of Beer and Lager because the associated the German & Irish
music with the same. On
the day two where as it was seen a good amount of sales for Wine and Champagnes
customers associated the Italian music with the same.
Experimentations Conclude What?
Here it was proved via the impulse buying behavior of customer that in the same shop
with the all the
other elements being the same and only difference being the kind of music played
influenced the buying
decision of customers. Music here other than being just an ambient factor becomes a
tool the influence
the buyer and drive sales in a similar manner.
Therefore, Retail and music are very close knit and every brand needs to find its own Sonic Identity.
Because music would have a very similar impact as their brand logo. The brands sonic identity will help
customer associate their music with their brand creating a long-lasting impact also most importantly
drive sales for them.