Have you ever experienced walking into a retail store not because of their products but because of the music they were playing? Well, that’s no coincidence—it’s part of an effective marketing strategy. Most times, customers would spend more time in the shop browsing their products, increasing their chances of purchasing goods.
This is actually a strategic music selection wherein you choose the perfect background, setting the mood, shaping customer behavior, and ultimately affecting sales.
Determining your target audience: things to consider before curating a playlist for your brand.
Before you jump the gun and start curating a playlist to create the perfect ambiance, there are a couple of things you should consider first, such as the following:
Identify your target audience. Every shop owner knows that they can’t attract every single customer, so it’s best to narrow down their target audience. So who are your ideal customers? Is your target demographic the younger generation or the older ones? Pop tracks and upbeat music are usually the go-to choices among teenagers, which is ideal if you’re running a clothing boutique. On the other hand, mellow and classical music is ideal for high-end shops.
Choose music that best represents your brand. Since you’ve already identified your target market, it’s time to choose the background music for your retail shop based on the atmosphere that you’re trying to create. This is pretty much like choosing the right PC that works for you! If you’re a store owner who sells luxury furniture, then it would be best to choose music that reflects your brand; having chill and slower-paced music would be good. This way, they can have a relaxing shopping experience, but do be mindful and consider the desired pace of customer flow.
Set the mood: use beats and tempo to your advantage.
Did you know? Studies show that tempo has an effect on customers’s purchasing behavior, and there’s scientific data to prove that. If you want to use this information to your advantage, here’s how things like genre and tempo play a part in influencing customers’ purchasing behavior.
The genre sets the vibe. There’s a reason why pop music is one of the most famous genres out there; not only does the majority of the youth lean on it, but other members of the demographic also find it enjoyable because of the upbeat tracks that serve as an instant serotonin boost. If you’re gearing toward a slightly older market, then country music and slow-paced songs are ideal to make them more relaxed and comfortable.
Tempos affect customers’ movements. As mentioned earlier, tempo can affect a customer’s purchasing behavior since it urges them to move faster, wherein they tend to make rush purchases.
Here’s a pro tip: Mix it up. Just because you learned the aforementioned facts doesn’t mean you should keep playing upbeat music throughout the day; it’s important to find the right mix between slow-paced and fast-paced songs to make sure the customers have an enjoyable shopping experience. Who knows? You may even find yourself a regular customer, thanks to the power of background music.