How does music influence shoppers?

Shopping in person has become a multi-sensory event. Clever retailers will have thought of everything to create just the right setting for consumers to be tantalised into a sale - from strategic lighting and temperature, to the use of colour, product positioning and scent. But one of the most effective ways to make an impact, say researchers, is through sound.

Could it be that a gentle R&B beat lulls shoppers into buying a bag of gourmet crisps? Or that a punch of rock music makes them want to pick up that edgy box of craft beer? 

Speciality Food finds out more from the experts at Startle Music and Cloud Cover Music.

How to create an atmosphere in store using music

James Picken at Startle Music says, “The ambience of a space significantly affects how customers perceive a business. Background music is a powerful tool for crafting an atmosphere that aligns with your brand identity.”

James lists examples, such as upbeat music bringing a lively, energetic vibe to cafe environments, classical tracks signalling luxury, and contemporary hits making the experience for shoppers feel trendy and exciting.

“When customers feel at ease or inspired in your space, they’re more likely to return,” he adds.

Building an emotional connection

According to James, music directly impacts our emotions and drives our decision-making process. It can create feelings of joy and happiness, nostalgia and more, and that’s something retailers should be mindful of. Think about your target audience, and what might inspire them while aligning with your offering. If you pride your shop on being family-friendly and traditional, older tracks could tap into memories, meaning your customers could come to associate your business with familiarity and warmth, for example.

Cloud Cover Music’s research found a staggering 70% of people said they would be more inclined to shop in a location that plays music they enjoy, with what they like varying between demographics. Women, for instance, said they preferred pop, classics and R&B, while men wanted to hear rock, blues and bluegrass.

The organisation suggests asking regular customers what they love in a survey via a regular newsletter or social media, and also asking staff what shopping habits they notice when specific music is played. This will help you gather data and build your dream shopping soundtrack. 

H‍ow to influence consumer habits with music

It’s not only the style of music played that can impact shoppers, but the volume and speed (tempo) too.

James says studies show slower music encourages consumers to stay a bit longer. That increased dwell time can lead to bigger spends in both a retail and dining setting.

Music with a faster beat generates a sense of urgency, having the opposite effect of speeding up purchasing decisions – handy in spots where you want a lower dwell time, or when you’re in the middle of a sale.

Cloud Cover Music found the same results within its research, even discovering that slower music makes shoppers physically move at a gentler pace – but might also make them sleepy - while fast music encouraged customers to chew faster. It added to be mindful, as a frenetic tempo could create a sense of anxiety or stress for some people in store. 

On volume, Cloud Cover Music found getting volume right is crucial because even if shoppers like what they hear, if it’s loud enough to be distracting, it could put them off buying. According to The Acoustical Society of America, the average soft music played at home is around 40 decibels, and speech has a range of 50 to 60 decibels, so you might want to use those measurements as a guide to ensure music is detectable, without drowning out the meaningful conversations you want to have with your customers.

Creating an identity for your shop through music

“Your choice of music is an extension of your brand’s personality,” says James. “Consistency in your music selection can help customers identify and remember your business. This music consistency fosters a sense of familiarity, making customers feel ‘at home’ every time they visit.”

“Background music is much more than just a filler for silence,” James continues. “It’s a strategic asset that influences how customers perceive and interact with your business.”

There are five ‘elements’ to brand personality, Cloud Cover Music adds – sophistication, competence, ruggedness, sincerity and excitement. “Understand how these characteristics are related to your products. Do you sell sophisticated products that build excitement? Or do you sell sincere products with a lot of heart? Think hard about what your brand’s personality might sound like.”

How do different types of music impact shoppers?

Studies over several decades have drawn conclusions on the way varying genres of music effect shoppers.

Apparently, consumers are more likely to choose expensive wines when they hear classical music, regardless of their knowledge or passion for the products. And playing music from specific cultures has been associated with higher buying volumes of certain items. French music, for example, influences them to purchase more French wine.

And abstract instrumental or ambient sounds have had the effect of increasing the number of people in store, driving up sales. Choosing a genre with a different tone or level of texture could make a real difference.

To get it right, you might want to call in the experts, who can create specific track lists based on your shopper demographics. And don’t forget that music licence!