There has been myths about the
impact music has on people while shopping. Ask yourself when your shopping does
the music being played make your stay longer, shop more, or leave. “Just as interior design is part of the
in-store experience music has become an important competitive toll for business
owners” I conducted this project at All Saints inside the Caesar’s Palace forum
shops. I surveyed 50 shoppers to see if
music affects theirs shopping experience.
Since All Saints interior is a very dark and works with muted palettes I
find that the music they play has a slow tempo. All Saints prides themselves on
being a digital brand and works with a variety of excellent artist. However
when it comes to the music they play in store it seem to fall short. I set out
to see if customers would respond to better-known upbeat music all while
staying within the All Saints aesthetic. Music played in stores has turned into
more than just music in the background. “A deeper understanding of how
consumers are affected by music is important for anyone who runs a business
were the experience offered is becoming a main differentiating factor”
Music is an emotional language and can be the connecting
factor between brands and its consumers. The results I found were that music were
profoundly a big part of people’s lives. Music being played inside a store
actually had influence over people more than I thought. My survey consisted of
10 questions that asked customers about how they felt about music while they
shopped. When asked would you say music helps create a better atmosphere in a
retail environment 43 out of 50 responded yes. Another question that I wanted
to highlight that I asked was how important was music in your life. 27
surveyors circled very important and 18 surveyors answered important.
The results I found shows that music is not only important
to consumers but that business owner should take it more seriously if they want
to difference themselves from every other retail store. If the consumer appreciates the music that is
being played I observed that it makes them stay longer but also come back. Just like customer service, music should be a
part of the in store experience as a whole. If you have ever been to a high-end
store you will see wine being served. Just like those added values, music
should be put in a stores competitive utility belt. Music is power and whether
its conscious or not it affects the way we shop.
