Have you ever been in a store where there was no background music? If so, you must have noticed that something was missing or that the atmosphere was cold. The musical atmosphere has a major impact in retail stores. In just a few seconds, it can convince a person to enter a business... or not.

Marketing tool

According to Pier-Luc Pothier, Newmood's Director of Music Programming, music does much more than just fill the silence, it's a powerful marketing tool! "Background music humanizes the point of sale, and reflects the business's brand image and the promises it wants to project. Indeed, when a company rebrands or repositions its image, there's almost systematically work done on the playlists." As we know, music is important for businesses, so much so that some even sell their own music selection, for example Starbucks. But did you know that there are other reasons why almost all stores have a musical atmosphere?

Purchase stimulation

Research has shown that consumers respond favourably to music, smells, and other sensory stimulations. When these stimulations are in line with a consumer's tastes, they'll tend to make impulsive purchases and to spend more. In addition, they'll tend to stay longer in the store. It's therefore in your best interest to work hard on the playlists that are broadcast in your business; this will be the topic of our next news.

Employee motivation 

While we say that music is intended and thought for the customers, it's mostly employees who listen to it all day long. Music can improve the working atmosphere, as it soothes the soul and promotes conviviality.  According to a 2014 study, "96% of employees say they enjoy having a musical atmosphere in their workplace." It's therefore a major source of motivation and well-being at work. (Source: "La perception de la musique auprès des professionnels et du grand public" Étude Sacem/Ipsos 2014.)

Distraction & noise neutralization

Broadcasting in-store music is also a good way to distract customers from the risks associated with sales, such as stock shortages, long queues, or any other negative customer service experience. Did you know that the first musical ambiance is attributed to cafés in the 1930s? The main goal was to isolate or to neutralize surrounding sounds, such as noisy coffee machines.

Conclusion

The role of in-store music goes beyond just filling the silence. As we've seen, it's a powerful marketing tool that can stimulate purchasing, motivate employees, distract customers from any negative elements, and enhance your brand image. As with any other service, it's important to comply with your obligations towards copyright regulators such as SOCAN, Re:Sound, Connect Music Licensing, SOPROQ, and CMRRA. You should choose a music service provider that holds all the necessary licenses and includes license fees in its packages.