Can Shop Background Music Affect Sales?
There’s always been a theory that many forms of music rely on subliminal messaging in order to promote particular products. In the past this might have been the case (twenty to thirty years ago) – but once the general public grew wise to the technique, the offenders were quickly forced out of the music business! These days music can still be used to make sales, but in a far more acceptable manner; one that doesn’t rely on mind altering techniques or trickery.
Right now there are literally thousands of commercial premises that rely on music to help them to make their customers feel more comfortable, whilst promoting the potential to increase sales.
Music has an uncanny ability to put a person’s mind at ease and where shopping is concerned, this can be a huge advantage. In fact it’s been scientifically proven that when music is being played (either popular hits, or more classical styles), anyone within earshot will produce far more serotonin.
This ‘happy chemical’ is produced naturally by the body every day, but when introduced to a commercial setting that is supported by a pleasant, musical environment – people are likely to produce much more of it. It’s this chemical that can help with sales as the happier the customer, the more likely they will be to spend their hard earned cash.
Is this a natural technique?
There are two main reasons as to why a store owner might want to play shop background music within their store.
The first relates to defining the atmosphere – a technique that has been proven to aid in sales and promotions. The second is to extend a level of comfort, the likes of which can help to create the feeling of ease, not unlike that experienced when at home. When combined, these two techniques can be extremely powerful.
By allowing music to introduce potential customers to the ‘feeling’ within a store, it becomes a possibility for a commercial premises to promote their products and services in a way that eases a customer into buying. The more appealing the music, the more likely the customer will be to stick around for a while – and the longer that they are there, the greater the chance that they will make a purchase.