Recently I’ve been talking about the importance of music in the overall customer experience and how the right music can make your store experience better, and can even cause sales to increase because customers are enjoying their experience more and staying longer.
In an article in Time magazine, they cite a British chain of stores where the right music boosted sales. You’ll also find that another subject I wrote about — the importance of smell — can also help increase length of stay.
According to Time magazine in talking about the store environment with Bob Finigan, Muzak’s vice president of product and marketing, “Instead of asking a customer, ‘How does it sound?’ when they walk into a business, we’re now saying, ‘How do you feel?'”
The article is fascinating in that Time magazine is covering the subject, so you know that it’s in the mainstream.
THE REAL WORLD RETAILING TAKEAWAY
It’s time to get on the bus. If the big guys are figuring out that the right sound and the right scent can make customers stay longer and spend more, then you need to at least get in step with them, or risk losing sales.
I’m not advocating that you need the biggest and best when it comes to sound, smell, lighting, etc., but you do need to be aware of these things. On your next shopping [studying] trip, pay special attention to the types of stores you enjoy being in. What is it about the store that you like? Is it the sound, the lighting, the smell or other features that make you linger. I’m guessing that it won’t be just one thing but the sum of all the parts — it’s going to be a positive response to the question, “how do you feel”?
Check out this website for all kinds of great information and ideas about sound.