How leading brands approach in-store music

Retailers and restaurants around the world are increasingly recognizing the impact of music on customer experience.

This blog post explores the global trends in retail and restaurant music, focusing on how leading brands are utilizing centralized music systems to create a more engaging and profitable shopping environment.

Music to influence shopper mood

Music has a profound impact on our emotions. Studies show that different frequencies and tempos can influence mood and behavior.

For example, slower music can make shoppers feel like they have spent less time in a store, encouraging longer browsing and increased purchases​.

Real World Example:

Nike uses energetic and upbeat music in their stores to align with their brand’s athletic and dynamic image, enhancing the shopping experience by keeping customers energized and engaged.

Personalized music to your market

It's crucial to align music with your brand identity and the preferences of your target audience. A youthful fashion store might benefit from upbeat pop tracks, while a high-end boutique could opt for sophisticated jazz​.

Real World Example:

Starbucks carefully curates its in-store music to reflect its brand image and cater to its diverse customer base, playing a mix of jazz, indie, and world music that creates a relaxed and inviting atmosphere.

Enhancing store atmosphere

Music can create a specific atmosphere that aligns with the store’s vibe, whether it’s calm and relaxing or lively and energetic. This atmosphere not only attracts customers but also makes them more likely to return​.

Real World Example:

Apple Stores use a mix of modern, instrumental, and ambient music to create a sleek and contemporary atmosphere that reflects their brand’s innovation and design focus.

Manage customer flow and Increase dwell time

By creating a pleasant auditory environment, retailers can increase the time customers spend in their stores, leading to higher sales. For example, playing slower music during off-peak hours can encourage leisurely browsing, while upbeat music during busy times can speed up customer flow​

Real World Example:

IKEA strategically uses music to manage customer flow, playing slower music in showroom areas to encourage detailed browsing and more upbeat music in self-service areas to keep customers moving.

Brand consistency

Consistent music that aligns with a brand's values fosters a stronger emotional connection with customers, encouraging loyalty and repeat visits​.

Real World Example:

Ralph Lauren incorporates classic and elegant music that aligns with their brand's sophisticated image, enhancing the luxury shopping experience and building a deeper emotional connection with their customers.

Conclusion

Incorporating a well-thought-out music strategy can transform the customer experience, making it more enjoyable for customers and more profitable for retailers.

By following the examples set by industry leaders, you too can leverage the psychological effects of music available to retailers and restaurants.

As you consider your retail music strategy, remember that the right music is not just a background element but a powerful tool that can enhance customer experience and drive sales.