The experiences that many customers live at the point of sale are the most important point to make them loyal consumers. Buying behavior is like a niche market, or several individuals, who choose what they want to buy or which stores they intend to frequent.
Musical behavior is shaped by our experiences and accompanies us practically throughout our lives.
We have as an example the book ''The Third Wave'', by (Alvin Toffler).
Which deals with the agricultural, industrial and electronic revolutions and where the term Techno was taken from the word Technology.
Reading and research by Juan Atkins' techno fathers Kevin Saunderson, Derrick May and Eddie Fowlkes.
And also environmental, economic, political, military and cultural factors are some of the reasons that affirm the change in buying behavior, but there are things that every successful company can do at the POS to positively influence the decision of consumers.
Today we are going to approach music, its elaboration from the matrix to conquer Fans around the world with
more than just an environmental factor, to make shopping more enjoyable for its customers.
How does music influence point of sales and behavior?
The background music, which we hear in malls, supermarkets, clubs and festivals and..., is not there just because the entrepreneur, DJs or the public like it. Although there are still environments that play songs without ulterior motives outside the night club context (such as neighborhood stores, small markets and malls, which do not have strong competition in their regions), most companies opt for music as a strategy that also influences behavior of its supporters.
When choosing what is played, you need to think carefully. Music at the point of purchase has both real benefit and detriment. (By the way, music is an element created to bring joy and not the other way around!) Sounds can make your consumer become attached to the platform and buy more, as they feel good in that consumption environment. But they also manage to provoke a visceral reaction in people who hate a certain rhythm (Vega House or Prog Minimal),
After all, if it is progressive, its formula undergoes progression, it is not minimal, because what is minimal comes from minimalism and has its repetitive formula. (THINK!), as everyone feels too exposed and hostage to a band, DJ or audience that generate unreal nomenclatures.
Even considering those who don't like listening to music at the platform's point of sale, they hardly listen to the entire track, and even so, we will have a lot of positive results for the markets that choose to play them. Discover some studies published by Business Insider to explain how and why music generates consumption in retail.
The music must contemplate the target audience.
Areni & Kim, two behavioral researchers, discovered in 1993 something that should seem obvious to us: companies that choose the right music to promote their products to customers are more successful.
It is for this reason that, throughout their survey and meticulous study, they noticed that using classical or concrete music and experimental instrumentals to sell more in wine stores is better than playing the most pop hits on Billboard. The 4/4 crowd cries! (lol) The use of sounds like those made by Beethoven and Chopin also has another great benefit: they increase the average ticket. Customers who shop with these trails in the background are more inclined to purchase higher value bottles of wine.
Restaurants with classical music also outsell those with no soundtrack. The only “but” detected in the surveys was that this type of music can alienate customers who associate it with a high-income audience.
Taking into account that John Cage, Stockhausen, Pierre Schaeffer and Pierre Henry, masters of experimentalism and precursors of concrete electronic music, have their musical inspirations based on Johann Sebastian Bach.
Classical musician, he was a composer, harpsichordist, Kapellmeister, conductor, organist, teacher, violinist and violist from the Holy Roman Empire, now Germany.
And that he had a different view of building his works and that they didn't follow the pattern of other musicians, underground so to speak. Check out the article about the respective ones here on the website
Songs tell us what to buy, consume and taste.
Also focusing on wine retailers, researchers North, Hargreaves & McKendrick found that music can influence exactly the G-spot and that products get on the shelves whatever the media, vinyl, cassette, cd or digital. Those who listen to French titles, for example, are more likely to buy wines from France (of course) and the same happens with Italian, Spanish and German music.
Interestingly, the same study also exposes us to the fact that music on hold in telephone answering services is so popular and that it can be a tranquilizer for callers who are hopeful that information from the attendant is taking too long. (lol) Since they began to be used, most brands realized that they managed to make customers stay connected to the lines for longer.
Beethoven - Für Elise Bagatelle in A, WoO 59 a classic of these situations.
Different tempos and timbres provoke different reactions.
Lighter music, such as the ones that serve as the background of “lounges” and “spas” also bring incredible results in the retail trade.
It's just that they make the consumer delay and buy more. According to experts Milliman, Caldwell & Hibbert, calmer music leaves us with the perception that we don't spend that much time in stores, whether virtual or physical.
Faster songs, such as Techno or House, work better for particular establishments, such as supermarkets and convenience stores. It's typical to realize that a New Order, Daft Punk or Radio Head reaches your ears in these places. ''Roll into a little dance or shoulder swing!'' (lol) The faster, more agitated and “up” these soundtracks are, the slower the fans of the styles will be in the store, but that won't make the average ticket decrease, That's a pinch and bait for consumption. Just that more people are served.
What to do to set up a track or schedule for your store or work environment?
Streams are currently welcome on Spotify, SoundClound, Deezer, Pandora, Last FM, Microsoft Groove Music, Rádio Slacker, MixCloud, Rapsódia, Maré, iHeartRadio, TuneIn Radio, Saavn, 8tracks. The list is extensive for your musical enjoyment, whether in leisure, travel or work environment. DJMUSIC MAG RADIO, also has on its website a pleasing schedule for those who visit our page and are faced with real-time play, performing our artists and other electronic music successes of all tastes!
Now, that you already know the effects of music on retail performance, you must be wondering, how to benefit from the resource too?! A store or website that sells music must, first of all:
Choosing songs according to a strategy, or setting up separate sessions for each audience, situation and different styles.
Without defining what music will do for your company it is very difficult, but it is not impossible to set up a corporate radio station. So the first question you need to ask yourself is: what do I want to accomplish with this soundtrack?
If you need customers to spend more time in your store, buy more or just have a comfortable shopping experience, you need to address this first to decide whether music will be able to influence the behavior of music consumers.
Know your target audience better.
The fans that make up your target audience are very similar. In common, we can mention that they all have an interest in the products they sell, they like to buy them in their store and are likely to do it again, just needing a little push They are a tribe, who consume the same clothes, cinema, theater, attend the same musical events and consume the artists highlighted in the respective ones.
And there's more to what they share with each other than you don't know. Your audience may be fans of the same band and frequent other similar environments.
It's those commonalities that set your audience apart, and market research will help you understand what to play on corporate radio.
Research the genres that bring the most results
The themes of the songs are also very important for those who want to use them in the store. Lyrics and rhythms should not only cater to your target audience, but make you and your employees feel comfortable with what they hear.
Test them and find out which ones simultaneously increase the performance of your employees and achieve the objectives of your strategy.
Hire a team that specializes in experiences
Brands that work with the development of experiences are there to make your project a success. They can either make personalized and automated radios for your point of sale, or outline an immersive strategy, in which music is not the only factor that influences your customer to buy more.
Consider partnering with these brands for best results.
What is the challenge of music in influencing purchasing behavior?
A lot of stores play music constantly and this factor does not impact the income they earn at the end of the month. This happens because there is a great challenge in the implementation of this strategy.
A lot of stores play music constantly and this factor does not impact the income they earn at the end of the month. This happens because there is a great challenge in the implementation of this strategy.
Songs are perceived sensorially and in a particular way for each listener. Which means they might not get the message we want. A super happy sound to you might be annoying to a customer.
Trial and error will help. Monitor how the songs are received by shoppers and see if they are really doing well for the shopping experience.
The same type of music can be applied to several segments and the fact that a rhythm is seen more in malls than in high street stores is not enough to rule it out among the options. If you are making an investment in music in your segment to influence consumer behavior, there are great chances that your store, event, website or musical work will come out ahead and be more successful than the competition.
Music is not the only factor that influences buying behavior. Check out how interactivity can be used to create a POS that sells more!
Sonic and ultrasonic weapons (AUS, USW) are weapons of various types that use sound waves to injure, incapacitate, or even eliminate any living being. Some sonic weapons are currently in research and development by the military and law enforcement. Others exist only in the realm of science fiction. Some of these weapons are described as sonic bullets, sonic grenades, sonic mines or sonic cannons. Some generate a directed beam of sound or ultrasound; still others produce a local sound field.
The bad part is the B side of the disc (Dark Side)
Sonic and ultrasonic weapons are weapons, of different types, that employ sound waves to injure, incapacitate, or even kill any living being. Some sonic weapons are currently in research and development by the military and law enforcement. Others exist only in the realm of science fiction.
That's why we say that music is successful if you have the knowledge of the chicletinho formula, the perfect timbre or hit, which falls to personal taste and doesn't leave your head, even if it's bad, it's there, hammering in your head and making you humming even if unconsciously without having appreciation for it.
In fact, music should not be contained or canned, it should be heard and released to the 4 winds, so that everyone can enjoy it.
Long live good music!
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