Retailers Use Music to Drive Business

Listen.

The doors open and the music starts pumping.

You are instantly in the mood to not dance, but SPEND.

This isn’t your neighborhood dance club, but your local retailer.

A recent visit to a Gap store in the Austin, Texas area had me pulsating to the beat of some fast-paced music. I am not sure what exotic selection was playing through the speakers on that particular afternoon, but it sure put a spring in my step.

Many retailers, including HEB, Crate and Barrel, and Pottery Barn, have gone ‘auditory’ to get you to open your wallet on a more frequent basis.

I would be very curious to see the effects of a music-free store vs. a store with ‘the vibe’ over the speakers.

I did a ‘simple test’ while in the Gap store by plugging my ears for 10 seconds and walking around the store. (Yeah, I got a few strange looks.) The comparison was startling. My whole perception of the store changed. I went from being ‘part of a music video’ (in which I play a starring role) to a bland, startling, quiet experience.

I did some digging and found an interesting article from Home Accents Today that breaks down the topic.

http://www.homeaccentstoday.com/blog/240000224/post/1550007355.html

It gets very interesting when a store segment the day into ‘day-parts’ and suits the music to the various types of customers that visit your store throughout the day.

It is amazing that a position like ‘audio architect’ never even existed like 5 years ago.

Has anyone noticed a store that nicely matches the music to the experience? Let’s hear it.

Are you apt to spend more money when the music puts you in a good mood? 

They are ‘dancing in the aisles’ at ………………

Until next time,

Dan Naden