Music on mobile shopping apps drives sales for retailers
There are some parts of the in-store shopping experience that e-commerce just hasn't been able to replicate. One of those features is treating customers to an instrumental version of The Girl From Ipanema over the public address system. But according to a CNBC article, mobile shopping is having its "Muzak moment." The addition of streaming music to shopping apps has added a new aspect to mobile shopping and, perhaps surprisingly, it has been keeping people shopping longer.
CNBC reported that American Eagle Outfitters added a streaming music service to its app in July. According to American Eagle, customers who listened to music stayed in the app for more than triple the amount of time other customers did. The number of users who returned to the app within a month doubled. The American Eagle streaming service is provided by Feed.fm.
Source: American Eagle Outfitters app
According to the article, Feed.fm is in talks with around 40 other retailers about setting up differing configurations of streaming music. Feed.fm already contracts with brands like Bud Light and smaller companies to provide streaming services in different ways. Feed.fm is also working on integrating with Instagram, combining streaming music with shopping via social media.
American Eagle's in-app music stream allows shoppers to rate the music that is playing with a thumbs-up or thumbs-down. As with other music streaming services, this rating informs the music that comes next, adding a personalized touch to the playlist.
The success of such apps highlights the difference between e-commerce shopping via website and mobile. Music on websites, including e-commerce websites, is sometimes treated as an interruption by those browsing. It seems, however, to amplify the mobile experience and measurably push conversions.
With statistics indicating such a relationship between in-app music and increased engagement, it raises the question: will streaming services themselves set their sights on selling?