As we know with our own developed tastes over many years of enjoying music, music provides a soundtrack to our lives. So matching your business brand and corporate identity with that of your customers is a great way to get connected to them and to develop an emotional relationship with them.
“According to Josepth Pine [of Starbucks], a brand creates and experience..’when a company intentionally uses services as a stage, and products as a tool, to engage with their customers emotionally.’ The goal is to create memorable experiences that in turn evoke desired customer associations with the brand” 1
Can you imagine this retail location without sound?
Branded background music playlists can increase sales by 20%2 and more compared to no music of even more if the music selected detracts from the customer experience. The wrong music can inspire negative emotions that are likely to lessen purchasing likelihood (retail) or reduce staying power (restaurants & food retail) and reduce average sales per cover.
So how do you work out what music works for your business?
Of course you have your own views, you have your own taste in music as well. There would be good reason to think that the music you like might fit to your customer base as well since you probably like and enjoy the company of your own customers in many cases such as coffee shops and restaurants. Except there is a lot more to playing music than just playing music.
Playing the right music will enhance the experience your customer has with your service and thus your brand
So,specifically how can you better understand:
- What types of music match your brand?
- How can you use music to support your business objectives such as increasing your sales?
- How can music be distributed reliably across all your locations and reduce the time and cost it normally takes to organize this?
- How can you be sure that you have music ready to match the changing moods of customers?
- What about different playlists for the seasons? or for times of the day?
Next in this series we will detail how small, medium and large businesses solve the background music challenges today and what you can do to choose best practices amongst all of them.
If you would like to hear more about how we can help you grow your business with music collections designed for you then please fill out as much of the following form as you can.
1(Sounds Like Branding, Copyright © Jakob Lusensky 2010 Bloomsbury Publishing Plc)
2Sullivan (2002), a person is likely to stay in a restaurant playing soft music 20% longer than if the music is loud, with a slight increase in the amount of money spent on food and drinks. For grocery stores, it was found that the volume made no difference on how much money was spent.
Another study by Caldwell and Hibbert (2002) found that when slow music was played, patrons stayed for 20% longer but also spent more on food and drink – in fact, up to 50% more (Play That One Again: the Effect of Music Tempo on Consumer Behaviour in a RestaurantClare Caldwell, University of Strathclyde, Scotland Sally A. Hibbert, University of Strathclyde, Scotland)