©CherriesJD via Canva.com
As the holiday shopping season kicks into high gear, retailers are turning up the volume on a festive strategy to enhance the overall customer experience: background music. From catchy tunes to classic holiday melodies, the soundscape within retail spaces is carefully curated to influence customer behavior and create a welcoming atmosphere.
Audiosocket, a platform specializing in music licensing, noted that it’s important to understand the psychology behind musical choices. The right background music can create a positive ambiance and influence how shoppers perceive their surroundings, potentially impacting purchasing decisions.
Jukeboxy, a music streaming service tailored for business environments, also believes that “music can change our moods and, in return, influence our shopping behavior.” Uplifting music in particular, like the holiday tunes that pop up this time of the year, can encourage shoppers to “spend more time in a store and browse more items.”
But retailers shouldn’t just play any background music, during the holidays or otherwise — it’s important to come up with a strategy. According to Magnus Rydén, VP of Music at Soundtrack Your Brand, during an interview, “The first thing to do for anyone whose mission is to create a brand sound is to get a clear picture of the brand identity. What are your core values? What are you trying to say to the market through advertising, PR, product design, and your interior?” By creating a soundscape that complements the overall atmosphere, retailers can establish a memorable and cohesive brand image, fostering positive customer experiences.
Even holiday music can help enhance a brand’s image. “Play holiday music that fits right in with the regular repertoire…there’s an incredible collection that retailers can tap into to create a unique and compelling holiday experience,” Rydén said. “Today’s supply of music has over a hundred million songs, so retailers should be able to find a selection of holiday music that fits their brand and guest experience. You can basically find holiday music in any genre.”
According to CNN, major retailers capitalize on the power of holiday music in particular. Industry giants like Walmart and Target strategically incorporate seasonal tunes into their stores, contributing to a festive atmosphere. Classic holiday songs are a signal to shoppers that “it’s time to get those gifts!” according to Matt Katz, the managing partner at SSA & Company.
However, Target didn’t actually start playing background music in stores until a test in 2011. After a successful test at its Minnetonka Ridgedale location, the retailer began adding music as it remodeled locations across the country. According to a company spokesperson, background music is a “fun element” for shoppers. “We use playlists with music that is upbeat, positive and has a playful personality.”
The next step in choosing background music, regardless of the time of year, is to “take a closer look at your customers,” Rydén explained. “What are their demographics, lifestyles, and motivations? What type of music do they listen to? What experience do they expect when walking into your venue?”
Brands don’t necessarily have to play songs customers specifically like, however, because it’s nearly impossible to know that information. Instead, Rydén stated that “when we talk about music that is customer fit, we mean music that’s relevant to your customers — music they understand and can relate to on a general level. This will make your customers feel like you are talking to them and enable them to understand what you try to communicate through the music.”
After a brand better understands its audience, it can start to define its music identity and adapt music to the business. For instance, if a retailer wanted its customers to behave a certain way, such as to stay and shop longer, it might play music with slower tempos, because “when people do things to fast-paced music, they tend to do them faster,” including walking down store aisles.
Rydén also noted that it’s crucial for retailers to remember the employees when picking out music. “A customer might visit a store for 10-15 minutes, but the staff are the ones who will have to spend hours and days listening to the same music,” he said. Playing holiday music, for one, can boost employee morale when done right, creating a positive working environment that translates to enhanced customer satisfaction.
However, it depends on what music the store is playing — holiday playlists are often repetitive, which can annoy workers who have to hear the same songs on repeat. So it’s important to keep “staff happy by adding enough tracks to your playlists,” Rydén explained.
According to Doctor Patrick Alban and author Deane Alban, “Listening to music stimulates the formation of certain chemicals and releases the brain’s ‘motivation molecule,’ dopamine.” Ultimately, most research on background music “points to the conclusion that music does increase consumer spending by improving mood and attitude,” but some music can be better than others, so it’s important to be strategic when choosing what music to play, especially during the holidays.