Get in the middle of a chain reaction.
Influence customer perceptions and buying behaviour
by utilising the behavioural science behind good vibrations.
Questions of science, science and progress
Music is extremely powerful in influencing behaviour and emotions, and when it's combined with behavioural science, it can create next-level customer experiences with positive commercial results.
Did you know, for example, that slower tempos can result in higher daily profits as consumers spend more time browsing?
Here’s a fascinating experiment; when investigating the effect of in-store ambience on wine sales, French and German music were played on alternating days1. On days when French music was played, French wines outsold German wines 5:1. On days when German music was played, German wine outsold French wine by 2:1.
(We know what you’re thinking; ‘Germany produces wine?’)
Studies like these show that it is vitally important to actively curate your atmosphere, as it can have just as much commercial impact as the products you sell or your curb-appeal.
The Science of Startle
People rarely have accurate explanations of their own behaviour (such as why they chose what wine to buy based on the music they heard). This awareness gap can lead to businesses making seemingly logical decisions that ultimately have no impact or, even worse, have a negative impact.
We start with science. For example, categorising songs by their physical effect on the autonomic nervous system for perfect music curation, or using our behavioural expertise when deciding how best to implement tech integrations. We do this because the ultimate goal for any business isn’t; ‘We’d like to play the top charts and have some nice display screens’, it’s ‘We want to increase dwell-time’, or ‘We want people to be open to browsing new items’. Without behavioural science, you just end up with a soundtrack of nice songs and wishful thinking.
Proof is in the pudding
Playing classical music can lead to higher spending than both no music and pop music2.
Playing fast music encourages customers to move and act quickly - worth bearing in mind for when you want a faster flow of customers.
Slow music encourages people to take their time - a useful tactic for when you want to increase dwell-time and spend.
Restaurant diners exposed to slow music spend an average of 11 minutes longer at their table than those were exposed to fast music.
Choosing beats that are well-profiled to match your brand can help you pocket a 9.1% uplift in sales compared to relying on shuffle mode.
Customers say queuing is less frustrating when accompanied by music and waiting time displays; a simple way to deliver a more satisfying experience.
Heard enough? Get in touch and see how we can help you harness those good vibrations.
1 North, Adrian C., Hargreaves, David J., McKendrick, Jennifer. The influence of in-store music on wine selections. Journal of Applied Psychology, Vol 84(2), Apr 1999, 271-276.