The Power Of Music In Retail & Hospitality Business

We come to one very interesting and most detailed media research about the power of music in retail business and the customer behaviour. We found the research on the page of Mr. Chris Dubelaar, Marketing professor in Bond University from Australia, in beautiful Gold Coast area. The study itself is named: The Power of In-store Music and its Influence on International Retail Brands and Shopper Behaviour: A Multi-Case Study Approach completed by Mr. Michael Morrison from Department of Marketing, Monash University, Australia.

We decided to share this info with you so and of course to credit Mr. Dubelaar with direct links to him and his research. Actually he is very interesting person and have much more research case studies on his page. The complete research you can read “here” and the download “link”.

Retailers are finding it more and more difficult to differentiate their stores from their competitors based upon the traditional components of the retail mix. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision-making process.

The purpose of our research is to further investigate the role that in-store music plays in shaping retail brands. The methodology includes face to face interviews with store associates, retail specialists and selected shoppers and observation in specific retail outlets in the USA.
Key findings indicate that it would seem that in-store music may play an important role in the purchase decision making process and can influence store “stay” time and brand recognition.

Music communicates with our hearts and minds; it serves as a powerful connection into our emotions. Music is versatile, it has the ability to relax or invigorate. Music is memorable, it can transport us in an instant to places we want to be. Retailers can use specifically programmed music to create links to past experiences. Music can be a critical component of store atmosphere and plays a role in purchase decision making process. A personalised music strategy can support a retail brand and makes a powerful connection with specific target markets by incorporating customer demographics (such as age, gender mix and income levels) and psychographics (such as preferences, lifestyles, personality and attitudes). By understanding the demographics and psychographics of its target market, retailers can create an audio environment where their customers feel comfortable, relaxed and happy to spend time and money. The use of carefully selected music creates an immediate distinction for a retail brand by establishing the right mood. Music can motivate the…(more)

The Power of Music