Blog 8.2 – Why Stores Play Music for Their Customers

This category does not fit as an advertisement, band logo, or store layout, however it is still a valuable way of marketing related to music.

Usually, when you go shopping at a mall, the store your in will play background music. You may or may not even notice it, however it will always be subconscious running through your brain. There has been a lot of research done about the affect music psychologically has on you while shopping. However, ultimately it is there in order to make you purchase products. While shopping with music in the background, you are less likely to get bored while looking around and this may cause you to spend more time in the store instead of quickly losing interest and leaving. Also, studies have shown that high energy and upbeat music encourages purchases by psychologically, and usually unknwoningly, affecting customers. Additionally, niche stores can play music that caters specifally to their target market allowing customers to feel more welcome and at home. For example, Hot Topic may play punk rock or metal, whereas a shoe store specializing in hype and fads may play rap or popular hits.

Describe the target market (ie. what segments are being targeted)?  How do you know this is the target market? Did the company make good decisions to reach the target market?

The target market of each store changes drastically from store to store. However, as mentioned before, each store is able to play music that is aimed specifaclly at their target audiance. This will ultimately lead to better customer engagement and higher sales within the specific retail location.

Does it work? Why or why not? Any general observations?

I believe that this strategy is an extremely effective way of increasing sales in stores. Not only is it easy to incorporate, but the expense is extrenely low. That being said, there has been some debate about streaming services used in stores that raise issues of copyright and use of the streaming service, but that’s a complex topic for another discussion. Ultimately, playing music in a store accomplishes the goal of increasing customer enjoyment, the time they spend in the store, and in the end the amount of money spent.