Canadian Retailer - Holiday 2016 - insert1
Imagine walking into what you would
expect to be a trendy, hip clothing store
only to be welcomed by silence. It would
feel like something is missing, wouldn't it?
Music draws on nostalgia and emotion to
create connections with customers quickly
by setting a comfortable ambiance. And
when it's not there, we notice.
Whether shopping for a new outfit,
groceries, home décor items, or well,
anything really, the music a retailer plays
frames a patron's overall experience. And
did you know that there are clear business
benefits to strategically selecting music that
connects with your customers?
"Studies show that when retail stores use
music that suits their setting, people are
encouraged to spend more money," says
Mark Lee, Associate Professor at Ted Rogers
School of Retail Management at Ryerson
University. "In fact, a 2015 SOCAN study
discovered that music makes one third
of Canadians slow down when they're
shopping and stay in the store longer."
So how do you know you're using music right so
that it adds value for your customers and your
bottom line? Here's a simple checklist:
1. Does the music you are playing align with
your retail brand as well as the needs and
expectations of your shoppers?
Playing heavy metal in wine store is a
mismatch. So is playing classical in a tattoo
shop. Select music that suits your brand and
your environment, because this will help
keep patrons in your store and drive sales.
2. Did you obtain your music ethically?
Studies also show that customers are loyal
to businesses that behave ethically. By
becoming Licensed to Play with SOCAN you
can use music ethically - and legally - in
your business. You can also show customers
you are supporting Canadian musicians and
songwriters by placing a SOCAN Licensed
to Play sticker in your window.
3. Be open to staff and customer feedback.
Finding the perfect music for your retail
location might take time, so be open to what
staff and customers have to say. Ongoing
tweaking of your playlist will ensure that
loyal customers experience variety and your
music doesn't get tired.