Feel the music, spend more time in stores

The way music is used in stores can drastically affect how long customers stay inside, according to new research from the International Association of Amusement Parks and Attractions (IAAPA).  Of the 1,000 U.S. consumers surveyed, 41% said they spend more time in retail locations if they’re enjoying the music playing overhead, with 28% saying they think music makes the experience more enjoyable and another 25% stating that music helps them feel like they’re part of an experience or community.

How Music Affects Shopping Behavior

If you’re a business owner, you probably want people to stay in your store as long as possible, so they’ll buy more things and have a better experience overall.  You may have noticed that music can help with this – it can make your customers feel more comfortable and at ease, which can lead to longer visits and increased sales.

Brands That Use Music Effectively

A series of experiments suggest that shopping is a very social experience—we mimic others around us while shopping. At retail locations where people are enjoying themselves (shopping while listening to pleasant songs), customers tend to stay longer and spend more money.  Music has other benefits too. According to research, employees who work in an environment with background music are happier and less likely to quit their jobs or commit errors at work than workers who don’t listen to tunes. As long as your favorite playlist doesn’t turn into earworm hell—and you can still do your job!—then you should consider adding some tunes.  RadioShack,  Quiznos Subs Reebok Stores Apple Retail Store Urban Outfitters' Company Stores and Urban Factory Stores H&M Guess Acura Dealerships & Acura Showrooms Standard Hotels and Resorts Walgreens/Duane Reade Drugstores Starbucks is a great example of a brand that uses music effectively. In fact, it is known for being one of the pioneers of using tracks by unknown bands to create a sense of community and exclusivity.  The company brings in local artists to record exclusive playlists for their stores and has employees select tracks they believe suit a particular store’s atmosphere. They even have an artist playlist on Spotify.  Sephora uses music to help shoppers relax and reduce their anxiety levels. 2. Victoria's Secret- Victoria’s Secret strategically plays classical and soft rock at hearing level and dance and pop at earshot level to entice shoppers into hitting pause on what they were doing and browsing items on display.  Michael Kors- Music is a powerful tool for helping drive sales as it helps create an upbeat mood that can encourage people to shop longer as well as hear where sales associates are located around the store so they can find them faster when they need assistance with product or pricing questions.  Music can have an effect on their spending habits or dining experiences which could turn into positive reviews on Yelp or TripAdvisor for your brand.  Even if it doesn’t directly influence reviews about your brand, playing non-offensive background music can keep customers happy while increasing sales through other avenues that you may not be aware of.  It should also be noted that consumers are less likely to leave a retail environment if they are enjoying what they’re hearing because they feel comfortable within that setting.  The increased longevity means even greater lifetime value for every customer who chooses to stay longer.

Match your brand values with music data

There are various ways to get your hands on data on how customers interact with brands based on their listening habits.  Music analytics companies collect aggregate information about internet-connected devices and collect information about songs listened to, or playlists created. By correlating that data against sales of products or services they can then deliver highly specific insights into exactly what makes customers buy.  For example, if your customers tend to listen to a lot of country before buying jeans - then making sure you're playing plenty of Johnny Cash could boost sales. Music analytic companies offer several types of tools - including giving brands access to demographic information about who listens to their artists' work - which can be used in conjunction with CRM data for instance, when it comes to product placement or customization options for e-commerce sites.

Using traditional music research and chart monitoring is “backcasting”. Using MUSICDATAK is “forecasting”.