Find the Right Sound for Your Brand in F&B, Retail and Hospitality 2.0
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Background music system for restaurants and more. Learn how indoor ambient music can create the right perception for your customers. The consumer psychology behind how soundscape and audio branding can bring in the right vibe. Brought to you by http://www.expressmelody.com
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Find the Right Sound for Your Brand in F&B, Retail and Hospitality 2.0
- 1. FIND THE RIGHT SOUND FOR YOUR BRAND — Proudly Presented by Express in Music —
- 2. “ 2 We are irrational. We are driven by emotions. We believe in perceptions. The mind rationalizes its own logic. Audio Branding 99% Knowledge Consumer Psychology 90% Retail Strategy 80% ” Marketing 80% General Psychology 75% jerry@expressinmusic.com +65 6746 8182 www.expressmelody.com | www.expressinmusic.com Jerry CHEN
- 3. Express Melody provides audio branding solutions that maximizes revenue with brand recall optimization. The patented cloud technology allows management control of in-store background environmental music. F&B, retail, malls and hospitality industry players had achieve: Higher sales through a professionally curated ambient sound experience Increased productivity and convenience with our automated music system Costs savings and legal assurance through our international music licensing program Established in 2009, the group has acquired more than 100,000 original licensed content that are limited within the music arena and the tracks are streamed by thousands of retailers regionally. As the market leader in Singapore, the company had also expanded with offices in Malaysia and China. In recent years, the group was awarded silver for both Singapore Infocomm Technology Federation (SiTF) in the Cloud Solution category and ASEAN ICT Awards (AICTA) for Digital Content. For more information, visit www.ExpressMelody.com About Express in Music 3
- 4. 1. Falling footfall and frequency due to (online) competition 2. Shortage of manpower 3. A low conversion rate: window shopping versus purchasing Retail Landscapes in Asia 4
- 6. Audio Marketing Make some NOISE
- 7. Past Scientific Researches 7 1982 2012 1982 2006 01Andersson et al.; Milliman Consumers spend 8 minutes longer time in the store when background music is played. 02Gorn Background music in a mall can affect customer emotions and influence their brand of choice. 03 Beverland et al. It is important for music to fit the brand and this perception of fit differs between customers With background music of the right fit: right volume and right tempo, customers stay longer in shops, and lead to higher sales Music in different keys can affect customer’s attitude to shop staffs. IN SHORT
- 8. 8 Have you heard of a ‘SIGNATURE DISH’? What is your ‘SIGNATURE SOUND’? “ ” Defining the Problem ① What is the “RIGHT” Music? ② • Pleasure • Arousal • Emotion • Satisfaction • Brand Image • Store Atmospheric • Sales • Perceived vs actual time spent How does the right music affect the following variables? ⸺ Jerry CHEN, EIM Managing Director, Audio Branding Expert
- 9. 9 Psychological Basis 1974 S-R model (Mehrabian and Russell’s) When humans are exposed to external stimuli in different physical atmospheres (S), it will lead to an effect on the behaviour, in the form of approach-avoidance (R).
- 10. 10
- 11. 11 The Sensory Experience • Loud music can help a store maintain a youthful clientele. (A&F case) • Research by Daniel J. Levitin shows that musical taste is shaped from age 14-24. Selecting music for a particular demographic would depend on what music were popular when they were teenagers. 1. Music
- 12. 12 The Sensory Experience • Using good music can allow businesses to stand out from their competitors, because it is not something customers would expect when they visit a store.. Lack of sounds: Psychoacoustics • Use of acoustic panels: Balancing the insulation, absorption and diffusion of sound can change our perception of a venue’s privacy and mood. 1. Music
- 13. Activity 1: Jingles 13 Oreo Mcdonald’s Walt Disney Microsoft Win 7 Startup Sound Microsoft XP Startup Sound Sheng Siong
- 14. The Sensory Experience 14 1. Lighting • Natural lighting (sunlight seeping through the windows) can give off a calming vibe • Bright lights can induce more intense emotions Lack of lights • Artificial lighting or the lack of it may trigger depression 2. Lighting
- 15. The Sensory Experience 15 2. Lighting • Serotonin (induce happiness) levels in our brains fluctuate with light • Different light colours can also trigger different moods: Warm yellow lamp: Cosy and welcoming Cool white light: Serious and energetic Colour Changing LED lamps: Party and excitement
- 16. 16 3. Scent The Sensory Experience • Coupling fragrances with marketing messages to induce purchases • A flower scent can help with relaxation • A fruity citrus scent helps to reduce fatigue and increase energy level • Research by Eric Spangenberg: “Feminine scents" like vanilla increased sales of women's clothes. Lack of smell: • Odour control in places such as supermarket is highly important in establishing good store ambience
- 18. 18 The Sensory Experience Strategizing your Touchpoints • An MBA research found that providing display samples for products that have interesting textures helps to improve its sales • Using different and quality materials for simple things like menus, packaging, and furniture could increase persuasion 4. Feel
- 19. Activity 3: The Weight of a Spoon 19
- 20. 20 The Sensory Experience Temperature: • Studies show that the optimal temperature for shopping is 25.5 °C. • Temperatures that deviate from this optimum will affect consumer buying behaviour. • Weather marketing: Sales of various products differ with the seasons. Marketers should strategize when they launch certain products. 5. Temperature
- 21. 21 The Sensory Experience A good ambience is the synergy of efforts in all sensory aspects • Making companies are now taking advantage of sense-based marketing to stand out in the visually saturated world today. • Bring you brand to another level by having signature sounds, scent, feel, and ultimately, experience 6. Sixth Sense
- 22. Importance of delivery 22 Having the right music without good equipment is like have food without a plate and utensils. The delivery system is equally important in creating a good ambience for your customers. Amplifier Get one that can power the number of speakers present An amplifier with basic controls would be helpful. Volume should also be adjusted according to the crowd. Speakers Speaker quality determines if the music is irritating or pleasing to hear. Speaker placement Avoid placing things in front of it Speakers should line the length of the room Cushion speakers with a layer of foam if they are place on a surface.
- 24. Maslow’s Hierarchy of Needs 24 •Physiological needs being on the basal level. •When music and its lyrics are tuned to subjects relating to our basic needs of love and sex, it spurs great popularity.
- 25. DNCE: Cake by the Ocean 25 Using food as fun metaphors draws great attention: "See you licking frosting from your own hands/ Want another taste, I'm begging, yes ma'am/ I'm tired of all this candy on the dry land, dry land.” “You're a real life fantasy, you're a real life fantasy/ But you're moving so carefully; let's start living dangerously”
- 26. Fifth Harmony: Work from Home 26 Using repetitive words to give various meanings: “You don't gotta go to work, work, work, work, work, work, work/ Let my body do the work, work, work, work, work, work, work, work/ We can work from home” “We don't need nobody, I just need your body/ Nothin' but sheets in between us, ain't no getting off early”
- 27. Ed Sheeran: Shape of you 27 Song is largely focused on sexual and physical attraction: “I’m in love with the shape of you/ We push and pull like a magnet do/ Although my heart is falling too/ I’m in love with your body”
- 29. Is there a Formula for Hit Songs? 29 Mere Exposure Effect: Humans like something the more they see or hear it Even if the stimulus were on a subconscious level, subliminal exposure still fosters familiarity and liking. Ever wondered what makes a song popular?
- 30. Is there a Formula for Hit Songs? 30 The optimum beats per minute over the past few decades was 119.8 Hit songs are becoming louder, longer and more danceable Analyzing trends of past hits:
- 31. Why do we appreciate songs we don’t understand? 31 Kpop industry is highly popular worldwide Despacito has hit 4.6 billion streams worldwide, encouraged many people learn Spanish, and increased tourism revenue for the country. What characteristics do these music have that made them viral?
- 32. Some Characteristics of Hit Songs 32 •Alliterations and rhyming phrases have a significant phonetic effect on listeners •Strong beat •Repetition of lines •Easy to imitate (numerous covers on the internet)
- 33. Delving deeper into the musical elements 33 •Sense of anticipation when a musical line is repeated in a higher key again, and again, pausing a little before, going into the climax •Looping choruses •Introducing one of the most popular chord progressions: I-IV-V-I •Many songs have this chordal structure and is very delightful and easy on the ears.
- 34. Delving deeper into the musical elements 34 Another popular chord progression: Circle of fifths: vi-ii-V-I • Used in R&B music. • Gives a continual sinking feeling that is very pleasing and calming • Generates anticipation for more; every section is a comfortable closure that leads to another repeat
- 35. Factors (MUSIC) Mellow Unpretentious Sophisticated Intense Contemporary Descriptors Thoughtful Uncomplicated Relaxing Slow Quiet Romantic Unaggressive Sincere Uncomplicated Simple Unaggressive Thoughtful Complicated Relaxing Inspiring Quiet Romantic Intelligent Deep Rebellious Forceful Tense Energetic Aggressive Unromantic Rhythmic Not Sad Danceable Energetic Upbeat Corresponding Music Genres Folk Blues Light Jazz Electronica Dance World New Age Country Rootsy Religious Pop Classical Operatic Jazz Blues Gospel World Rock Heavy Metal Alternative Punk Rap Funk Acid Jazz Soul R&B Reggae Musical Attributes Smooth Atmospheric Vocals Clear-sounding Acoustical Instrumentation Loud Electric Distorted sounds Electric Percussive MUSIC 5-factor model: Mapping descriptors with Music Genres
- 36. Adolescent Young Adulthood Middle adulthood Age Music Styles Preferred Intense Mellow Contemporary Unpretentious Sophisticated Attributes of Music Rebellious, Aggressive, Discovery Intimacy, Romance, Positivity, Danceable (parties, bars, clubs) Love, Positivity, Familial High Culture, Relaxing Focus of individuals in respective age groups Establishing identity. Emotional regulation and stimulation. Establishing relationships. Desires for Intimacy Family building Establishing career success. Increase social status. Maintaining friendships *Colours indicate the respective age groups and their preferred music style MUSIC 5-factor model: Mapping Music preferences with Age
- 37. Mapping Music Preferences with Gender Female Male Genres Pop Dance Pop Contemporary Hit Radio Urban Contemporary R&B Hot Adult Contemporary Latin Pop Teen Pop Neo soul Latin Pop rock Contemporary country Rock Hip Hop House Album Rock Rap Pop Rap Indie Rock Funk Rock Gangster Rap Electro house Classic rock Nu metal
- 38. C Minor Sad, Love-Sick, Lament, Languish, Longing D flat Major Grief, Depressed, Sonorous, Euphonic, Despair, Mellow. D Sharp Minor Distress, Terror, Dark. F Major Furious, Quick-Tempered, Controlled calmness F Minor Obscure, Misery, Melancholy F Sharp Minor Gloomy, Passionate Resentment. G Minor Discontent, Uneasiness Struggle A Flat Major Key of the grave, Mourning, Lingering A Flat Minor Grumbling, Competition B Flat Minor Pessimism, Darkness B Major Harsh, Strong, Wild, Rage Uncontrolled passions Orange denote pleasant, happy emotions; Blue denotes sad, and angry emotions; Purple denotes love, peace, and calmness Mapping Tonal Colour with Emotions D Minor Serious, Pious, Melancholy, Feminine, Contemplation E Flat Major Love, Devotion, Intimacy, Openness, Honesty E Minor Amorous, Longing G Major Serious, Magnificent, Fantasy, Calm, Gratitude, Friendship. Tenderness A Minor Tender, Plaintive, Womanly, Graceful, Soothing B Minor Solitary, Melancholic, Patience. C Major Innocent, Happy, Pure, Simplicity, Naivety, Imagination, Earnestness D Major Triumphant, Victorious, Holiday E Major Boisterous, Joy, Competitive, Delight F Sharp Major Conquering Difficulties, Triumph, Brilliance B Flat Major Joyful, Quaint, Love, Aspirations, Peace A Major Joyful, Love, Optimistic, Youthful
- 39. Smooth Atmospheric Electric Upbeat Percussive Vocals Simple Bass Acoustical Clear-Sounding Loud Electric Distorted Sophisticated Thoughtful, Complicated, Relaxing, Deep, Quiet, Romantic, Intelligent, Inspiring Classical, Operatic, Jazz, Blues, Gospel, World Young Adulthood Establishing relationships. Desires for Intimacy Green Circle denotes Musical Attributes Yellow Circle denotes Musical Genres Blue Circle denotes Descriptors Grey Circle arrow represents a spectrum by age
- 40. Gender and Voice Characteristics Female Emotional Intimate Melodious Compassion Soothing Confidence Good for instilling trust and credibility Male Authoritative Commanding Assertive Neutrality Good for conveying factual information
- 41. Paralinguistic features Outcomes Speech rate Character Slow, Even- paced Friendly, Benevolence Moderate , Steady, Competence, Authority Fast, Rushed Nervous, Aggressive Rhythm Effect on voiceover Slowing down Emphasize ideas Quicken Show excitement; Humour Taking Pauses Convey a complex idea; Transition to another idea Pitch Effect on voiceover End on a higher note. Questioning. Create doubt. End in a level or slightly lower pitch. Affirmative Statements. Tone Suitable Venues and Purpose Engaging, Appealing Retail Shops Soothing ,calming Banks, Hospitals Assertive, little hesitation Convey Factual Information Emotional Speech Prosody
- 42. 42 PHYSICAL DIMENSION Volume, Tempo, Rhythm, Pitch EMOTIONAL DIMENSION What emotion people feel DEFINED DIMENSION What people like about the music Psychological Effect of Music Music can affect people’s emotion and engagement (Mattila and Wirtz) • Different genres, styles and sound = different effects and meanings • Different tempos affect the consumer’s emotions • More appreciated background music leads to a more appreciated store experience 2001
- 43. 01 43 In-store Contact Website Commercials Many companies have a visual identity, but what does our brand really sounds like? Importance of Background music Clarity and Consistency Brand Recognition 96% more likely to be remembered For companies with MUSIC that FITS the brand identity — By a study of North 36% important and 45% VERY important Percentage of respondents that rated the importance of music MATCHING the brand’s personality — By a Sweden study 2008
- 44. 44 EMOTIONS Establish emotional ties with consumers and break through the noise that is around in the surrounding EXPERIENCES Music is important for its connection with the memory, which helps build loyalty and create recognition ENGAGEMENT Right choice of music affects the customers to stay long and helps to create desired associations EXCLUSIVITY Music has a part in being able to differentiate itself from other competitors Music in Branding: 4Es
- 45. 45
- 46. 46 Attitude to Music and Attitude to Brand Store’s background music can affect customers’ overall perception, attention and information processing in the store environment (Chebat, Gelinas-Chebat & Filiatrault) 1993 2001 Personal needs and motives Express values or the sense of understanding Attitude towards products Product reflects about the customer as a person • Classical music is associated with the perception of higher music • Language in music is associated with their country of origin • E.g. French wine VS German wine (at a Canadian supermarket)
- 47. Importance of Congruence Study for a flower shop (Gueguen, Jacob & Lamy)2010 Music Role Sales Result Romantic Music Congruent state ++++ Pop Music Radio music that is usually played in flower shops ++ No Music Control group + Incongruence lead to counterproductive thinking (Beverland et al. ) - Deteriorating consumer relationship - Lower perceived quality and questionable authenticity 2006 14 Customer’s Assessmen t Music Other factors Reinforces Customer relationship
- 48. 48
- 49. Atmosphere Atmosphere is the air surrounding a sphere (Kotler) It consists of … 1973 15 PHYSICAL PART How the rooms are designed PERCEIVED PART Can be experienced with sight, hearing, smell, touch and social interaction. CONSUMER DECISION 65-80% of consumer decisions are made in the store, in which store atmosphere has a big impact (Nordfalt) 2011 EXAMPLES sober décor, low classical background music and soft lighting = higher pricing A store atmosphere that breathes youth, courage, energy = cheaper pricing
- 50. 50 A shop is NOT just about its products
- 51. Music, Time Spent and Propensity to Buy 16 Time spent is considered to be an important factor in retail industry Pleasure makes consumers spend more time and leads to unplanned purchases Arousal causes the customer to spend less, as it is an unpleasant atmosphere Low tempo Customers spend more time in stores with shorter perceived waiting time (Yorkson) Case study of a Bank High Volume Customers spend less time in stores as it causes high arousal (Milliman) 2010 1982 Background music creates associations that activates different memories and thus affects the product choice (Peck & Childers) 1973 Buying into the music pace: https://vimeo.com/137330718
- 52. Research Set Up 52 Collection of data Collection of data Selection of BGM consistent with the customers’ associations Target group may not always know what music fits the brand Main study carried out in a real store environment Respondents in natural shopping environment and spontaneously decided to visit the store
- 53. 53 Research Outcome Analysis Matching background music increases sales 31.7% Increase in sales when matching background music is played instead of when non-matching background music is played Music in store increases sales when the tempo is low (Milliman and Anderson et al.) Average amount spent, was higher when matching background music was played (Gueguen and Jacob) 1982 2012 2010
- 54. 54 Research Outcome Analysis Matching background music increases sales It can be FATAL to let the store staffs select the music based on own liking, because it DOES NOT necessarily fit the brand (Beverland et al.) 2006 For chain stores with central systems for music to be played in their stores. Music should definitely be congruent with the brand image. (Lusensky) 2010 Music is very personal and subjective, therefore, may differ from person to person, thus the importance of centralised management.
- 55. Case: Abercrombie & Fitch • With loud music, dark atmosphere, intense scent • 2014 report shows net sales fell by 12% • Suggestion: turn down its music, turn up its lights and cutting fragrances spritzes. Not So Sexy After all
- 56. 56 Secrets to sound ‘Sexy’ The matching background music leads partly to an effect on consumers’ emotions and brand image, which may indirectly explain the reaction of the increased sales Tempo & Pace Genre & Style Volume Consistency
- 57. 57 Implications - Summary Manager’s power to effect: 31.7% Increase in average sale when matching background music is played compared to when non-matching one is played. ACTION Do NOT leave it to chance CONTROL the music have a SYSTEM Music’s effect on time 42.2% Difference in time spent in store when matching BGM is played than no music played. For non-matching, the figure drops to 40.03%
- 58. 58 Application Retail: Customers spend longer time and increased sales F&B: Higher table turnover rate at peak hours Hotel: Customised music in different locations with different purposes
- 59. Know and keep track of: who, where, what, when. Pushing of customers’ emotional buttons: be niche about it Online to Offline to Online: What does your brand sounds like? Strategy using technology & psychology?
- 60. Challenges 60
- 61. Engagement
- 62. Stay in touch with Us PHONE: +65 6746 8182 EMAIL: sales@expressmelody.com OUR HEADQUARTER 71 Ayer Rajah Crescent #06-01 Singapore 139951
Editor's Notes
- Study shows that consumers spend 8 minutes longer time in the store when background music is played, than when no music is played. Time spent in the shop also leads to increased sales Andersson et al’s (2012) ; Milliman 1982 Examined how music with high and respectively low tempo, affects customers time spent in the store and what is has for impact on sales. Investigation on effects of time spent and sales How sales are influenced by the music depending on customer preferences regarding the volume Depending on whether music was played in major scale or minor scale Music influence on customers’ approach to staff Gorn (1982) examined how background music in a mall can affect customer emotions and tested the music’s influence customer’s brand of choice Beverland et al. (2006) examined qualitative the importance of music for the fit to the brand and how the fit differs between customers depending on previously stored info
- To be able to answer questions about how and why matching and respectively non-matching background music affect sales, brand image and consumer’s behaviour How does matching background music affect customers’ emotions, brand image, and reaction, and does it lead to an increase in sales of consumer durables”? Dependent variables (Pleasure, Arousal, Satisfaction, Brand Image, Store Atmospheric variables, sales data as well as the perceived and actual time spent in the store) A thesis’s anticipated knowledge contribution to retailers and music companies is to contribute to an increased understanding around how brand associations linked to the background music in the consumer durables, can be implemented as an integral part of the brand building
- S-R model (Mehrabian and Russell’s [1974]) – the original model is based on environmental psychology, where humans are exposed to external stimuli in different physical atmospheres (S), which lead to an effect on the behaviour, in the form of approach-avoidance (R). By focusing on the stimuli and responses
- https://www.youtube.com/watch?v=Ia9aE3RH1Uc
- Get audience to fill up the worksheet for activity one. Get audience to think of 3 jingles, then ask them why they recognize these jingles. Gather some responses Objective is for them to understand that jingles can attract us and get stuck in our heads, making it a powerful tool for branding Share with them some examples of jingles by clicking on the clips in the slide. Mouse over to see the text boxes to see the answers.
- Continually baking fresh cookies/ brewing coffee to give a sense of homeliness in a showflat. Induce purchases when customers are introduced the features of a home along with the aroma of foods.
- Describe one of the brands shown on this slide Get audience to fill up the worksheet and ask the people beside them to guess what brand they are trying to describe.
- https://bus.wisc.edu/mba/current-students/mba-specializations/marketing-research/blog/2012/06/28/touch-affect-consumer-behavior
- Provide handouts picturing a photo of a dish and utensils (in plastic, metal, decorated silver ware). Get participants to guess the price of the food.
- With increasing technology, there are more ways now to stand out with sound to make a huge difference to your brand. That being said, the message is equally important. How do you find an jingle/voiceover that can strengthen your brand?
- Once again, hinting at sex
- Chorus for song from 50sec to 1:20 sec Instrumental track for activity (see next hidden slide)
- Play <Shape of you> instrumentals in the background. Get participants to rewrite parts of the lyrics (provided in a worksheet)
- Play video http://socialpsychonline.com/2016/03/the-mere-exposure-effect/
- https://sites.google.com/site/visualizingahit/results#tempo
- https://elpais.com/elpais/2017/07/17/inenglish/1500289773_753638.html
- If we could incorporate all these characteristics into indie music, wouldn’t they be of high quality too?
- C- F –B- E
- How we map genres to suit different characters and descriptors. Mapping from researches. Citation: The Structure of Musical Preferences: A Five-Factor Model Peter J. Rentfrow, Lewis R. Goldberg, Daniel J. Levitin
- Citation: Music Through the Ages: Trends in Musical Engagement and Preferences From Adolescence Through Middle Adulthood. Arielle Bonneville-Roussy, Peter J. Rentfrow, Man K. Xu, Jeff Potter. Cambridge, Massachusetts
- https://ledgernote.com/blog/lessons/musical-key-characteristics-emotions/ From Christian Schubart's Ideen zu einer Aesthetik der Tonkunst (1806) translated by Rita Steblin in A History of Key Characteristics in the 18th and Early 19th Centuries. UMI Research Press (1983).
- From Audio Branding Questionnaire: Heartwarming Happy Motivational Energetic Adventurous Celebratory Heroic Mood - dark, light, warm Instrument - synth, drums, strings Style - orchestral, electro, rock Tempo - slow, fast, driving http://b2b.musicovery.com/
- From: http://www.business2community.com/video-marketing/male-female-voice-matters-explainer-videos-01712050#6E1qMl7ScMxxdw1z.99
- Extracting Emotions and Communication Styles from Prosody Licia Sbattella, Luca Colombo(B), Carlo Rinaldi, Roberto Tedesco, Matteo Matteucci, and Alessandro Trivilini
- Music consists mainly of 3 dimensions: a physical dimension (volume, tempo, rhythm and pitch), an emotional dimension, and a defined dimension (what the consumer likes about the music). Mattila and Wirtz, 2001 Different genres, styles and sound, are charged with different effects and meanings Different tempos affect the consumer’s emotions When a more appreciated background music – it leads to a more appreciated store experience The music has the ability to affect people’s emotional states and engagement
- Many companies have a visual identity, but what does our brand really sounds like? Brand’s contact surface in stores, on the website and in commercials, towards customers It is all about achieving clarity and consistency, so that consumers recognize the brand A study of North (2008) shows that, companies with music that fits the brand identity are 96% more likely to be remembered, compared with companies without music or with music that does not fit the brand A Sweden study have respondents answered 36% believes it is important and 45% believes it is very important that the music being played in the store and restaurant matches the brand’s personality
- The 4E’s to include music in the brand strategy Emotions, Experiences, Engagement, Exclusivity Establish emotional ties with consumers and break through the noise that is around in the surrounding, to create an experience around the brand itself The music’s strong connection to our memory - building loyalty and recognition The music has a part in being able to differentiate itself from the competition The right choice of music affects the customer to stay longer (Andersson et al. 2012) and helps the company to create desired associations
- The Attitude to the Music The human need to express values or the sense of understanding – is formed according to the person’s own needs and motives This is on the basis of what the product says about the customer as a person Studies show that the store’s background music can affect customers’ overall perception, attention and information processing in the store environment (Chebat, Gelinas-Chebat & Filiatrault, 1993, 2001) Music stimulates emotions that can affect attitude Classical music is associated with the perception of higher prices The countries of origins (example French wine) of product would be better to stream that country’s music
- Gueguen, Jacob & Lamy (2010) examined in their study for a flower shop, the degree of congruence between the music played in the store and type of products sold. 3 manipulations were carried out Love songs and romantic music (congruent state), pop music (the music usually played in a flower shop, radio music) and no music (control group) were played The results showed that average sales was significantly higher when love songs and romantic background music was played, when compared to the other 2 manipulations The study reinforces that background music in store, has a key role in strengthening, shaping and transforming the relationship between brand and consumer. Music interacts with other factors in the retail environment, before it affects the customer’s assessment of the store. Incongruence can lead to counterproductive thinking about the brand (Beverland et al. 2006) Can lead to deteriorating relationship between consumer and the brand Brand is perceived to have a lower quality and its authenticity is questioned
- https://www.youtube.com/watch?v=Cf_aLpDMf1U Having mismatched background music is like having a wrong soundtrack in a music. Music has the great power to alter people’s perception of a movie, and the same applied to a product or service
- Music can reinforce the desired brand personality and help to build a consistent brand image A store atmosphere that has a sober décor, low classical background music and soft lighting, can get a consumer to perceive the price of the product sold more expensive A store atmosphere that breathes youth, courage, energy, consumer can perceive the products as cheaper Atmosphere is defined by Kotler (1973) as the air surrounding a sphere It has a physical part and a perceived part Physical part is about the room and how it was designed Perceived part affects people’s perception of the whole situation (including social meetings if it is a café) A room can thus be experienced with sight, hearing, smell and touch Research shown the 65-80% of consumer decisions are made in the store (Nordfalt, 2011) in which store atmosphere certainly has a big impact on the consumer
- Store atmosphere plays a crucial role in consumer behaviour. From colours, to scents to sounds, these aspects could induce purchases that were not intended or chase away previously interested customers.
- Music effect on time spent and propensity to buy Time spent is considered to be an important factor in retail industry Pleasure affects consumer behaviour, they sped more time in the store and lead to unplanned purchases Arousal causes the customer to spend less money, when it was an unpleasant retail environment Studies (Yorkson 2010) shown that music’s tempo affects customers’ perception of the time, where low tempo leads to customer spending more time in the shop and that the waiting time is shorter. Milliman (1982) found that slower music was associated with slower pace of action, which led to an increase in gross sales Music’s volume shown to have impact customers’ time spent – they spend lesser time when higher volume is played
- The collection of data occurred at the entrance/exit of the store Selection of background music consistent with the customers’ associations Highlight an important aspect, that the target group may not always know what music that fits the brand, but that it is between brand identity, brand image, and an adaptation to the target group The internal validity is strengthened by that the main study was carried out in a real store environment, where the respondents’ are in a natural shopping environment and spontaneously decided to visit the store.
- Background music affect on sales Matching background music affects sale, study shows When we only compared matching and non-matching background music, it was found that the average sales increased by 31.7% when matching background music is played instead of when non-matching background music is played. This finding is consistent with both Milliman (1982) and Anderson et al. (2012) that shows music in store increases sales when the tempo is low. The results is also consistent with Gueguen and Jacobs (2010) result, that the average amount of spending money, was higher when matching background music was played.
- Matching background music increases sales It can be fatal to let the store staffs select the music based on own liking, because it does not necessarily fit the brand (Beverland et al.2006) The same applies to chain stores that developed, central systems, for which music to be played in their stores. This music should definitely be chosen based on congruence with the brand image. Companies should be aware that music is very personal and subjective and, therefore, may differ from person to person (Lusensky, 2010)
- http://www.shopify.com.sg/blog/14193377-how-retailers-manipulate-sight-smell-and-sound-to-trigger-purchase-behavior-in-consumers http://time.com/2799621/abercrombie-fitch-cologne-anxiety-study/ http://fortune.com/2014/02/26/abercrombie-still-struggling-through-its-awkward-phase/
- Summary The matching background music moreover leads, partly, to an effect on consumers’ emotions and brand image, which may indirectly explain the reaction of the increased sales
- One of the most significant results from this study is that, the average sale increases by 31.7%, when matching background music is played, compared to when non-matching background music is played in the store. This has explanations in factors that lie within the manager’s power to effect. (*don’t leave it to chance, control the music, have a system) The second most significant result showed a positive correlation to that, the store atmospheric variables together contributes to an increased customer satisfaction at matching background music, where the assortment coefficient solely shows affects, that when the attitude to the assortment increases, so does the attitude to the customer satisfaction in the store. The result also showed tendencies, that the actual time spent which the customers spent in the store, increased by 1.58%, when matching background music was played compared to when non-matching background music was played. The greatest difference was shown between matching background music and no music, where the actual time spent in the store, increased by 42.24%. At non-matching background music, the time spent in store increased by 40.03% VS no music.
- Track them (Kai Square). Apply psychology (Therapy Room) and branding (Imperium). Music design. What connects them? Why would they choose you over others? EMOTIONALIZE it! You cannot talk to a general audience. Only specific niches work. Internal staff also plays a strong part to your branding. Urban Male, Zara or A&F. Staff message. With all these frame work, you can see sales increase, conversion rates going up. When you can convert and convince internal staff, you bring sales in too!...indirectly because sales staff do it from their heart.