The experience that a client lives at the selling point is the most important factor to make him a loyal consumer. The buying behavior is as a group of people, or an individual, choose what they want to acquire or what store they want to attend.
The behavior is shaped by our experiences and follows us through life.
Environmental, economic, technological, political and cultural factors are some of the reasons that cause change in purchasing behavior, but there are things that every successful brand can do at the POS to positively influence the purchase decision.
Today we are going to approach music, an environmental factor to make shopping more pleasant for your client.
How does music influence the point of sale?
The background music, which we listen in shopping malls and supermarkets, are not there only because the entrepreneur or the employees like them. Although there are still environments that play songs without second intentions (such as neighborhood stores and small markets that don’t have strong concurrence in their regions), the majority of the companies opts for music as strategy.
When it comes to choosing what is played you have to think carefully. The music in the places of purchase has as much benefit as loss. Sounds can make your consumer fall in love with the store and buy more, because they feel good in that environment. But they can also provoke a visceral reaction on the people that hates a certain rhythm or feels exposed too much to a band.
Even considering who doesn’t like to listen to music at the selling point, even so we will have a lot of positive results for the companies that choose to play them. Get to know some studies published by Business Insider to explain how and why the songs generate retail sales.
The music must contemplate the target audience
Areni & Kim, two behavioural researchers, discovered in 1993 something that should seem obvious to us: companies that choose the right music to promote their products to customers are more successful.
That’s why, throughout their survey, they noticed that using classical music to sell more in wine stores is better than playing the most pop hits on Billboard. The use of sounds like those made by Beethoven and Chopin also have another great benefit: they increase the average ticket. Customers who buy with these trails in the background felt more inclined to purchase higher value wine bottles.
Restaurants with classical music also sell more than those without any soundtrack. The only “but” detected in the surveys was that this type of music can drive away customers who associate it with a high income audience.
Songs tell us what to buy
Also focusing on wine retailers, researchers North, Hargreaves & McKendrick have found that music can influence exactly what products to take from the shelves. Those who listen to French titles are more likely to buy wines from France, and so are Italian, Spanish and German music.
Interestingly, the same study also shows us how the music on hold in the phone service is so popular. Since they started to be used, most of the brands realized that they could make customers stay connected to the lines for longer.
Different movements cause different reactions
Lighter songs, such as those that serve as background for “lounges” and “spas” bring incredible results also in the retail trade.
It is that they make the consumer to delay and buy more. According to the experts Milliman, Caldwell & Hibbert, calmer songs leave us with the perception that we don’t spend so much time in the store.
The faster songs work better for stores in particular, such as supermarkets. The faster, more agitated and “up” these sound tracks are, the faster the clients pass through the store, but this won’t make the medium ticket diminish. Just that more people are attended.
How to set up a trail to the store?
Now that you know the effects of music on retail performance, you may be wondering how to benefit from the feature too. A store with music should, first of all:
Choose songs according to a strategy
Without defining what the music will do for your company it is very difficult to set up a corporate radio. So, the first question you need to ask is: what do I want to conquer with this track?
If you need clients to spend more time in your store, buy more or just have a comfortable buying experience, you need to point this out first to decide if the music will be able to influence the buying behavior.
Get to know your target audience better
The people who make up your target audience are very similar. In common, we can mention that all of them have interests in the products they sell, like to acquire them in their store and are likely to do so again, needing only a little push.
There is a lot more about what they share among themselves that you don’t know. Their characters may be fans of the same band and frequent other similar environments.
It’s these things in common that differentiate your audience, and market research will help you understand what’s playing on corporate radio.
Search the genres that bring the most results
The themes of the songs are also very important for those who want to use them in the store. The lyrics and rhythms should not only meet your target audience, but make you and your employees feel comfortable with what they hear.
Take tests and find out which of them simultaneously increase the performance of your employees and achieve the goals of your strategy.