Retailers should be interested in making their clients stay longer in a store because there are more chances of discovering new products, communicating and buying. Though layout of a store, product display, lighting and quality of customer service are essential components, background music in retail stores also plays a significant role in the whole shopping process.
Correct choice of music can create either a pleasant atmosphere or an energetic one. When chosen in accordance with the atmosphere of a particular store and with a proper sound level, music can make customers feel more relaxed.
Modern retailers are no longer interested in simply making some noise in the background of a store.
What Is Customer Dwell Time in Retail?
The customer dwell time is the duration spent by the customer within the retail outlet.
The difference between a customer that enters, makes his purchase, and leaves and one that feels relaxed enough to move around and check various products is tremendous.
Though customer dwell time does not automatically translate into sales, the more the dwell time, the more the customer:
- Has an opportunity to explore products
- Be exposed to various offers
- Comparing different products
- Meet staff members
- Browse through other sections of the store
- Make impulse buys
That explains why retailers constantly try to make the shopping environment more interesting.
How Does Background Music Affect Customer Dwell Time?
Music plays a big role in determining the ambiance that customers feel as soon as they walk into the store. The pace, volume, type of music, and sound can help set the mood.
1. Makes for a More Comfortable Ambiance in the Store
An absolutely quiet store can sometimes appear deserted especially when not many people are shopping. Background music makes for a more vibrant and inviting environment.
If the consumers are comfortable enough, they are more likely to linger rather than rush through the store.
It is for this reason that the background music in the store should match the ambiance.
2. Aids in Creating the Correct Ambiance
Every retail store will have its own identity.While a fashion store could do well with contemporary and energizing music, an elite furniture store might want something soothing. Likewise, for a sports store, energetic music could help create an energizing environment.
Music could therefore help create the desired emotion that retailers want their customers to connect with their brands.
3. Aids in Enticing the Customers to Wander Around the Store
By creating the correct sound environment, retailers can create interest in different parts of their stores.Retailers could use appropriate music in order to create the same atmosphere through the entire shopping experience of the customer. Customers who enjoy the atmosphere are likely to explore other products and sections.This would prove beneficial to the larger retail stores.
4. Reduces Perception of Waiting Time
At times, customers are required to wait as staff members stock-check items, complete payments, arrange products or even serve other customers.
By playing music in the shop, customers will not perceive the time as wasted since they will be entertained with the background sounds.
They no longer will have to endure silence as they wait for their turn to be served.
5. Contributes to Brand Identity
Brands put in a lot of effort and time trying to build an image of themselves using things like logos, colors, packing, displays and shop design.Music can add to this brand identity by becoming another part of it.
Does Music Tempo Matter in Retail Stores?
Yes. The tempo of music could affect the general ambiance of the retail space.
Slow music would help to create a calming and relaxing ambiance, whereas fast and upbeat music would help to create a lively ambiance.
Retailers cannot just rely on fast-paced music in order to generate higher sales and dwell times. Rather, it depends on things like:
Type of store
- Target demographic
- Brand persona
- Time of day
- Demographics of customer
- Footfall in store
- Shopping environment
The ultimate aim of music is to complement the shopping experience.
Why Music Volume Is Important
Even good music can have a negative effect on the customer experience if the volume is too loud.
The background music must remain in the background. The customer should be able to speak to employees and to other customers without difficulty.
The following may occur due to improper audio balance:
- Discomfort for customers
- Difficulty communicating
- Audio fatigue
- Distractions from the shopping experience
- A bad impression of the store
The right retail audio system will offer even sound coverage without making any area too loud or quiet.
How Can Retailers Use Music to Increase Dwell Time?
Retailers can formulate a better music policy by taking into account the entire consumer journey.
Match Music With Your Target Audience
Music that appeals to teenagers will not necessarily appeal to a premium fashion retailer’s clientele of professionals.
Know your consumers and make a choice of music that matches their tastes.
Maintain Consistent Audio Quality
Consumers need to hear consistent sound in your store.The speakers, amplifiers, mixers and other parts need to be chosen based on the store’s dimensions and configuration.
Manage Music Based on Store Conditions
There could be different times during the day where certain music levels won’t be effective.The retailers can look into the number of customers in-store and other similar aspects.
How Ooka Audio Helps Retailers Create Better Sound Experiences
Ooka Audio offers audio solutions that target the needs of retail and commercial establishments. This company offers audio solutions that assist business enterprises to develop consistent audio experiences.Some of the products under the product ecosystem of Ooka Audio include public address systems, ceiling speakers, amplifiers, and mixers.
The company has evolved out of its specialization in the development of retail audio and Ooka radio into an all-encompassing audio solution provider for businesses in India.This brand aims at assisting retailers to create immersive environments through reliable audio solutions and technologies. For retailers, it would mean much more than developing a music playlist as audio solutions will enable the integration of music into the environment.
Why Retailers Should Think Beyond Just Playing Music
Just having the speakers switched on does not necessarily mean you have created an effective retail audio experience.
Retailers need to think about:
Music + Audio Quality + Volume + Coverage + Brand Compatibility = Enhanced In-Store Experience
If done right, in-store background music can contribute to a pleasant shopping experience and help consumers spend more time in the store.
The point is not to draw the consumer’s attention to the fact that there are speakers in the store.
Conclusion
Retail background music has potential to be a key factor in designing customer experience and stimulating shoppers’ interest in spending more time in a store. Starting from providing a welcoming environment and ending up with the brand representation or making the time people spend waiting more pleasant, music can become an important tool for a retailer.Nevertheless, music will only bring benefits if it is properly chosen, managed and delivered with the help of a reliable retail audio system.
Thanks to ceiling speakers, PA systems, amplifiers and mixers, Ooka Audio can create a professional audio environment that will be customized to your store and customers.
In case visual merchandising brings customers into your store, you should provide them with a proper audio environment as well.
Frequently Asked Questions
1. Does background music lead to extended stay of customers?
Background music can help create a pleasant and interesting retail shopping environment that will make people spend more time in the store. It will depend on what type of music will be used, how loud it will be, what type of store we are talking about, and what are the customers’ tastes.
2. What music should be used for the best effect in retail stores?
What music is the best choice will be determined by many factors, like the character of the company’s brand, target audience, type of store, and desired atmosphere.
3. At what level should background music be played in a retail store?
It is important that background music would be well-heard but still won’t bother customers during their talks.
4. Can music affect how a customer buys products?
The music played can create an environment and mood in which a customer is more relaxed and spends more time shopping, and thus gives more opportunity to make purchases.
5. Why are ceiling speakers important for retail stores?
Ceiling speakers can create even sound distribution within a retail store and also keep the audio equipment less noticeable. They are ideal for those retail stores that wish to have background music without big speakers taking up space.
6. What is the necessary equipment for a background music system in a retail store?
Some examples of the equipment used for retail stores can be ceiling speakers or other types of commercial speakers, amplifiers, mixers, audio source and cables.
The music played can create an environment and mood in which a customer is more relaxed and spends more time shopping, and thus gives more opportunity to make purchases.
5. Why are ceiling speakers important for retail stores?
Ceiling speakers can create even sound distribution within a retail store and also keep the audio equipment less noticeable. They are ideal for those retail stores that wish to have background music without big speakers taking up space.
6. What is the necessary equipment for a background music system in a retail store?
Some examples of the equipment used for retail stores can be ceiling speakers or other types of commercial speakers, amplifiers, mixers, audio source and cables.
7. Can different sections of a retail store have different sound levels?
Yes. Through a proper audio system, the retailer will be able to control sound levels in different sections.
8. In what way can Ooka Audio assist in store audio for retailers?
Ooka Audio offers audio solutions for commercial businesses, such as ceiling speakers, PA systems, amplifiers, and mixers.
