If you’ve ever walked into a retail store and wondered why certain music is playing, there may, in fact, be some rhyme and reason to the selection.
Research has shown that consumers shop longer and make more purchases when they’re exposed to music. You can use music to make your store so appealing people may want to return — even if they don’t have any buying plans. “We’re often told that because of our atmosphere, customers come into our shop on days when they need a pick-me-up or to simply relax and recharge,” says Ann O’Shields, owner of The Nest Egg, a home-furnishings shop in Fairfax, Va. “We play upbeat music and enjoy seeing our customers singing along as they shop.”
Of course, it’s important to make the right musical match with your target customers. For instance, if you’re selling upscale products, the best choice is probably classical or jazz.
In addition, music can help engage employees. “Ongoing research shows that music can boost performance in the workplace by reducing employee stress and depression, improving employee retention and saving companies significant amount of money,” says Joe Lamond, president and CEO of the National Association of Music Merchants, a music industry nonprofit in Carlsbad, Calif.