If you generates “noise” to read about the influence of the music in the consumers of a storethen this article is for you. Learn how to capitalize on their use within the retail and be surprised with the results.
If you read this article the first thing that surprises you is that you have as a central theme the music, then you have not heard of the visual merchandising. The visual merchandising is a concept for the retail sale proven that focuses on improving the aesthetic appeal of the store to attract customers and increase sales.
This in a nutshell means that as a retailer you can't do with cabinets, aisles, racks, or shelves are common and not very attractive, since currently these are considered ineffective methods and, thus, not comply with the need to offer a good customer experience.
We want each customer's visit to the shop to be unforgettable, in every journey finds a new reason to go back, that the name of the shop will be a part of your vocabulary daily, and this can only be achieved by designing spaces in the store that are comfortable, fun, avant-garde and also guaranteed best price.
In this complex process of forming the perfect space we have to consider the influence of music on consumers of a retail store. In order to understand it in a very elementary, it is a kind of soundtrack that accompanies the characters of any movie I see in the cinema, but then we'll dive deep into the topic.
The musical influence in the retail
The retail markets are increasingly competitive and that's why never relent in their pursuit of power to differentiate its offering from the rest of the retailers. A way to stand out is to provide a shopping environment pleasant and exciting.
The background music has an influence surprisingly strong on what products purchased by consumers in the shop and how much are they willing to pay for them, according to scientific studies carried out by prestigious universities in the world.
If you can influence the behavior and decision of purchasing the music is a very valuable element to consider because if, for example, you ring in the area of liquor a supermarket an instrumental soft, which bring to mind the magic of walking down a street in Paris, then probably you entice the buyer to choose a French wine.
If you combine decorative elements of the visual merchandising along with German music, for example, you can easily achieve that customers think of beer and sausages, which demonstrates the power exercised by the music in the consumers of a store.
It is scientifically proven that there are effects in terms of the volume of the music: in addition to sound the song correct, it is important to determine according to the purpose of each of its spaces and the sector of clients it serves, whether it is appropriate for a volume high or low.
We have already spoken of visual and sound elements, but also the sense of smell is combined within the visual merchandising to yield the best results in terms of sales is concerned.
The scientific results show that the volume of the music and the presence of a vanilla aroma, have a very significant impact on the emotions and the levels of satisfaction of the buyers.
Additional analysis reveals that the excitation induced in the clients through music and the aroma increases the levels of pleasure, which in turn has a positive influence on the behavior of the buyer, including such aspects as important as the expenditure of time and money.
Taking into account each one of these elements is achieved influence the time spent by the customer in the shop, and finally the long-awaited satisfaction with the purchase experience.
Conclusion
While the background music may not convince all buyers to change their tastes at the time of purchase, the scientific studies suggest that by paying a little attention to detail, in such aspects as for example the music, it is possible to influence the purchase decision, helping retailers to make some more sales.
The new concept of retail points to a better understanding of the emotions and the behavior of buyers who respond positively to the atmosphere of the shop and provides retailers with practical information on how to create a competitive advantage by making use of the senses
