The Not-So-Subliminal — Commercial Application of Music to Always Make Customers Buy/Spend More
By: Franz Aryan
Tags: Retail, Marketing, Music, Shopping, Sales

Whether unanimously agreed upon or not, sound has been a rather pervasive and important part of our lives. We have consistently equated different sounds with different aspects of our lives and livelihood. It also isn’t far from the truth that sound has helped us regulate our memories and has quite largely contributed towards giving us a sense of a being. In short, sound is something that brings us back to the present.

In truth, there are a whole range of sounds — many of which go above and beyond the spectrums of what we are still able to comprehend and understand. However, speaking of the range of sounds that we can and do hear — there are still a lot of sounds that go unnoticed. And, no matter how much we try to filter them out of our direct conscious-mind and psyche, they are always still not only going to be there but also alter our senses of being — without us even knowing about it.

If sound brings us back to the present moment, then music plays the magical role of not just bringing us back to the present moment but also elevating/uplifting us from it.

To see how music is being benefitted from commercially, it is important to understand at least a little bit about what music is and what its capabilities are.

So first, what exactly is music?

The large varieties of artificially-created and/or naturally-occurring sounds around us have inspired us from the very start to create some of our own renditions of beautifully-arranged individual sounds. And so, through applying and using a range of earthly objects along with some universal laws and principles, we were able to create our very own sounds (and variations) — beats, breaks, melodies, tunes, theories, etc. — such that it has consistently helped us in not only connecting dots, but realising that are dots in the first place.

Thus, music is nothing but a collation of a variety of different sounds to produce a harmony of the very sounds in a manner that pleases our senses (and more).

So, whether created-by-us or naturally occurring-through birds, breeze, waves, etc. music can be defined as such a coming together of sounds as is pleasing to the soul and is capable of touching and bringing about a change in our emotions.

Photo by Matheus Ferrero on Unsplash

Music has most likely been around for as long as sounds itself. The sound (and energy) emitted from chanting ‘OM’ is proven to be a universal hum that also exists and is pervasive throughout the universe.

Some of the larger benefits of music

Reduces anxiety and stress

Improves mood

Improves memory and recollection

Improves levels of happiness and overall health

Improves cognitive abilities

Provides comfort and eases pain

Improves quality of sleep

Increases endurance/propensity of dealing with negative emotions

Photo by Magic Bowls on Unsplash

How/Why is music being used commercially by companies –

1) Gives the staff easier/better opportunities for a more engaging and friendlier approach

Music has always brought people together. Right from the artist with their appreciators in their respective present time, to several others listening to the same artist’ music a century later. When the right kind of music is applied in retail spaces, not only the customers, but even the staff will get on the groove. This promotes a deeper connection between customers and the brand.

2) Bridges the gap between the brand/store/staff with the customers

There are a lot of people in this world, especially those who love to shop, who would also love groovy music of their liking in the backgrounds of their everyday lives. Intrinsically, background music may serve as a catalyst/lubricant when it comes to either exploring your existing territory, or discovering newer ones. Either way, music has an innate capacity of creating a sense of community and belonging like maybe only a few other things.

3) Channelises and delivers more enjoyable shopping experiences

In truth, not everyone loves to shop. However, such as our world is, for various reasons, we are sometimes and/or often compelled to do so. Now, when applied artistically and scientifically, the music in retail spaces wouldn’t only provide happier experiences to the non-shoppers, but also allow for increased expenditure by the pro-shoppers. It’s a thorough win-win situation.

4) Customers spend more time within the retail space(s)

If you’ve ever been to a music gig or concert, or even watching a music channel at home on your telly, you will always find yourself anticipating the next song. And in the very least, you will hang around until that next song plays and you know which one it is. Other than this aspect, different types of music may be applied in retail spaces so customers may really enjoy their shopping experiences and spend longer time in and around the area.

5) Elevates the overall feelings/mood of customers

Again, there are only a few other things in life that may elate one’s self like music does. The highest number and quality of mesmerising adjectives would fall short when it comes to hearing what people who have explored and enjoyed it enough to say about it. This may be proved practically, that customers tend to spend more on specific items when they are elated so they can acquire something that would suit them better.

6) Helps customers create better memories

Through music, we are also able to create a range of memories. Most of these being good memories. When you associate music with something that is or can be good — it most likely will be. At least in that moment. This quality of music can play a dramatic role in increasing the potential for a good feeling within customers; and everyone loves a memorable shopping experience — sometimes even more than the shopping.

7) Creates a brand identifier

Because music allows for better creation of memories, a customer is far more likely to identify — both subliminally and consciously — your brand through the music that they would hear in your store. An upbeat and youth-focused brand like Adidas Originals would easily be identified by the mostly locally-driven–upbeat selection of sounds/music that it employs in all of its stores worldwide.

8) Promotes brand loyalty in the long run

A person who visits a particular store in a mall with at least a hundred other different available options — simply because they loved the music, chances are incredibly in the favour of them going back again there in the future. And when they go back and invariably pay witness to music that they love all-the-same or more, they’re going to keeping going back again, and again, and again, and again.

9) Finally, it simply increases overall sales

All things put together, your customers will most definitely have a much better overall shopping experience when they’re exposed to tasteful music. This in due turn means they will buy/spend more.

To conclude

Different types of brands have different types of audiences. Although, when it comes to retail shopping, the experience of purchasing/shopping is what unifies these different groups. Everyone wants a grand experience — a feeling that they’ve procured something of value that is going to benefit them for a long time ahead.

There is no reason why the overall experience shouldn’t always be enhanced. Keeping consumers engaged has always been a dynamic process and companies should always give impetus towards continually expanding and enriching their range, relevance, and quality of services offered.