Background Music, A tool to boost sales in organised retail

Music is a passion today. People like to listen to their favourite numbers. Music creates a healthy environment in the store. A better music will help in keeping the customer for a longer time in the store. It also keeps the staff fresh and gears them for the sales. These employees may have a work schedule of 12 hours a day.
Departmental stores were the first in India which started the trend of playing background music. The new retail formats which are up coming up and with stores being visited by the youth to a larger extent, stores started playing music because variety is what liked by the youth in anything they experience. The selection of music should be in sync with the type of store and the instrument used to play the music need to be properly installed and operated. Playing music at the right volume has been found to lower down the movement of customers going out from the stores which results in the increased sales. According to the survey conducted by coco-cola when the background music in shopping malls is decreased from 108 to 60 beats per
Minute, customers tend to move with their trolley slower and sales increase by as much as 38%. Background music thus has been found to influence the amount of time and money spent, both real and perceived, at the store by customers. It establishes an emotional attachment with a particular store.
Another important thing is to be considered is that the background music should complement with the store format and ambience as well as the brands sold over there. Music is a passion for every one hence appropriate music is played in a right way.
Do’s and Don’t in the case of music in stores
Playing music through proper medium such as through satellite or computer rather than playing through radio as commercials can break the mood. Selecting the right music system and number of speakers to be used in the store.
Multiple speakers should be places in the store at soffit height, as this will create surround sound quality. Selection of songs should be done in accordance with business being run. Music should be played at low volume.
If background music and TV are being played simultaneously, then try to mute TV. In sport stores and fitness centres, if TV and background music being played together, then prefer switching over to sports channel. Try to play background music at low but audible level so that customers can interact with each other and staff easily. Never play high pitched music in a crowded store as it increases the movement of customers facing to rush. have a good collection of songs and play through proper system without any cracking sounds.
The Retail stores that sell merchandise related to infants and kids generally play music like jingles and poetry. This makes kids feel comfortable and it also please their parents. Classical music and jazz are often played in apparel stores. A premium boutique dealing in ethnic and designer wears catering to the premium customer should play classical music with reinforces its upscale image. And in the case of restaurants classical and jazz music will provide a king size feeling. In the case of pubs and bars live music events, organised disco or karoke nights. The kind of music played in fitness centres is called foreground music as it played at higher volume, how ever at lesser volume compared to discos. So the latest national and international music can be played. This will encourage people to burn their extra calories.
Playing the right kind of music at the stores helps the retailers to establish an emotional connect with the customers and position the brand. The music is an integral part of shopping experience. The challenge for every retailer is to have just the right music mix so that it engages rather than annoys the customer. The music played in a store is a part of brand positioning, and it should be left to chance .If one wants to connect with customers on an emotional level, there is nothing more powerful than the right music.

Christy Sebastian
christychayan@gmail.com
PH:+91 9447373449