July 5, 2023
Photo: iStock | PeopleImages
Does In-Store Music Work Better On Weekdays?
Research from the University of Bath’s School of Management found in-store music can lift sales by more than 10 percent during the weekdays but questioned whether tunes might be neutral or even distracting for weekend shoppers.
The studies involving an analysis of 150,000 shopping trips at a Swedish supermarket chain in Stockholm found that people shopping for groceries from Monday to Thursday “tend to be mentally tired from the working week and ‘pleasant’ music played in-store lifts their mood, making their decision-making on shopping items more intuitive.”
By Friday, shoppers are typically in a more positive frame of mind and in less of a rush, making them less susceptible to any “subconscious marketing” provided by in-store music.
“Pleasant music appears to have a mentally soothing effect which impacts the way people shop,” said Dr Carl-Philip Ahlbom, from the University’s School of Management, in a statement. “At the weekend people are essentially happier, and so the positive power of music is less noticeable. In fact, playing music at the weekend may even mean people buy less, possibly because it’s an additional stressor in an already busy environment.”
Studies exploring the effects of in-store music often focus on volume level as well as the type of music played. A recent survey from Cloud Cover Music found a majority of respondents indicated they’d left a business because the music was too loud although one oft-cited university study found music played at high volumes could move customers through stores more quickly – without significantly hurting sales or customer satisfaction.
An often-quoted study conducted by marketing professor Ronald Milliman in the 1980s found uptempo music encouraged shoppers to move quickly and skip impulse items, while slower music had the opposite effect.
Past university research has categorized the response to music into four psychological dimensions: social, emotional, cognitive and arousal. Spectrio, an audio/visual marketing firm, wrote in a blog entry, “Choosing music for your shop involves sending shoppers the right message: you want them to feel positive and confident in their shopping choices, living in the moment, and excited to make a purchase.”
BrainTrust
Lucille DeHart
Principal, MKT Marketing Services/Columbus Consulting
Katie Riddle
Global Retail Strategist, Verizon
Ian Percy
President, The Ian Percy Corporation
Recent Discussions
Discussion Questions
Discussion questions: Does it make sense that in-store music has a stronger influence on shoppers during the week than on weekends? What’s your overall thoughts on the benefits as well as advice around in-store music?
Poll
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Engaging with all shopper senses has been around for as long as retail was established. Smell, sight, sound and touch all play into consumer behavior. Think fragrance in A&F, or scent fans in bakeries.
Fascinating results. On weekdays, music can improve store ambiance. On weekends, it can add sensory clutter in busy stores.
It makes sense that playlists influence an in-store shopper’s pace and purchases.
I’m glad we’re talking about the overstimulation that many retail environments can cause. In my research on next gens, I’ve discovered that autism diagnoses are skyrocketing among young people, alongside anxiety and depression diagnoses, all of which can cause consumers to feel overwhelmed and overstimulated.
Fluorescent lighting and aggressive sales associates can exacerbate the impact. My advice? Go for soothing or nostalgic jams over frenetic energy. While dance music works for a pop up event, it can be too much for every day. Especially when we’re talking about essential retailers. Next gens are already in the process of adjusting to post pandemic life. Be aware of the potential of overstimulation!
It makes sense, but I’m not sure the data matches. Where stores play an upbeat tune that isn’t overtly loud I’ve seen shoppers happily swaying or tapping feet to the tune as they shop. It may not increase sales, but it certainly doesn’t reduce them when done correctly. And anything that contributes to an upbeat mood will help them leave the store with memories of a good shopping experience, upping the likelihood that they’ll come back.
Really interesting research. I’m also wondering if the music can be heard well on the weekend, when the store is full of shoppers and the environment is louder than normal. But music is definitely a consideration as we plan a holistic, immersive customer experience. And there’s a fine balance of stimulation and overstimulation.
Music needs to be understood as a combination of frequencies. My thought is that “music” can contaminate the listener’s response. EG we all hate elevator music but love country, etc.
To avoid negative association and increase benefit, retailers might consider the broadcast of frequencies themselves. For example – and scoffers welcome – 888 or 999Hz is associated with prosperity. If I feel prosperous, perhaps I’ll buy something. A health clinic might consider broadcasting 528Hz associated with stress reduction and healing. The key in all of this is to remember that literally everything is frequency and vibration. What we’re learning finally is that we can restore that frequency for our vitality, happiness and whatever else we want or might be missing.
I have always been a fan of in-store music any day of the week. But what would be even better is a trio of live musicians on special days — holidays, for example. I have also seen live music on Sampling Day and for store openings, and customers really enjoy it. Such performances would help to differentiate a grocer in an over-stored marketplace.
I’d love to see this study applied to markets in the USA to determine if the Swedes, their love of their culture, the tempo of life impacts sales differently across the pond.
But I can believe from a grocery shopper standpoint that weekday stresses are different than weekends.
Regardless, music must be a small part of the customer experience, and fit within the store brand. Grocers must be intentional about this, including song selection, and volume.
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Engaging with all shopper senses has been around for as long as retail was established. Smell, sight, sound and touch all play into consumer behavior. Think fragrance in A&F, or scent fans in bakeries.
Fascinating results. On weekdays, music can improve store ambiance. On weekends, it can add sensory clutter in busy stores.
It makes sense that playlists influence an in-store shopper’s pace and purchases.
I’m glad we’re talking about the overstimulation that many retail environments can cause. In my research on next gens, I’ve discovered that autism diagnoses are skyrocketing among young people, alongside anxiety and depression diagnoses, all of which can cause consumers to feel overwhelmed and overstimulated.
Fluorescent lighting and aggressive sales associates can exacerbate the impact. My advice? Go for soothing or nostalgic jams over frenetic energy. While dance music works for a pop up event, it can be too much for every day. Especially when we’re talking about essential retailers. Next gens are already in the process of adjusting to post pandemic life. Be aware of the potential of overstimulation!
It makes sense, but I’m not sure the data matches. Where stores play an upbeat tune that isn’t overtly loud I’ve seen shoppers happily swaying or tapping feet to the tune as they shop. It may not increase sales, but it certainly doesn’t reduce them when done correctly. And anything that contributes to an upbeat mood will help them leave the store with memories of a good shopping experience, upping the likelihood that they’ll come back.
Really interesting research. I’m also wondering if the music can be heard well on the weekend, when the store is full of shoppers and the environment is louder than normal. But music is definitely a consideration as we plan a holistic, immersive customer experience. And there’s a fine balance of stimulation and overstimulation.
Music needs to be understood as a combination of frequencies. My thought is that “music” can contaminate the listener’s response. EG we all hate elevator music but love country, etc.
To avoid negative association and increase benefit, retailers might consider the broadcast of frequencies themselves. For example – and scoffers welcome – 888 or 999Hz is associated with prosperity. If I feel prosperous, perhaps I’ll buy something. A health clinic might consider broadcasting 528Hz associated with stress reduction and healing. The key in all of this is to remember that literally everything is frequency and vibration. What we’re learning finally is that we can restore that frequency for our vitality, happiness and whatever else we want or might be missing.
I have always been a fan of in-store music any day of the week. But what would be even better is a trio of live musicians on special days — holidays, for example. I have also seen live music on Sampling Day and for store openings, and customers really enjoy it. Such performances would help to differentiate a grocer in an over-stored marketplace.
I’d love to see this study applied to markets in the USA to determine if the Swedes, their love of their culture, the tempo of life impacts sales differently across the pond.
But I can believe from a grocery shopper standpoint that weekday stresses are different than weekends.
Regardless, music must be a small part of the customer experience, and fit within the store brand. Grocers must be intentional about this, including song selection, and volume.