2 Shades of Grey

Songs from the soundtrack of your life

Silence is Golden for shopkeepers, maybe

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The value of music in retail is still a matter of opinion. Recently researchers in Stockholm examined the impact of different music at 16 branches of the same fast food chain over a 5 month period.

They found that having no background music raised sales by 4% compared to a random selection of pop songs.

Sven-Olov Daunfeldt, the lead researcher, says the problem may not be the songs but the type of music. ¬†“Silence is better than the wrong music but a carefully selected mix of brand-fit music can lift sales by 9%”.

In fast food chains music that is welcoming and modern encourages people to spend more. Ed Sheeran‘s Shape of You boosted sales of desserts by 11% and smoothies by 15%.

Rolling Stones music had the opposite effect as their music was considered too traditional. How times and tastes change!

Soundtrack your Brand, a company which provides bespoke song selection to stores, said they chose based on the core customers. Bombastic arena music doesn’t fit in a luxury boutique and¬†Queen‘s Bohemian Rhapsody¬†should never be played in any store. It is too dynamic and changes styles throughout distracting customers from actually doing any shopping.

And there has been a backlash against piped music in stores with several large retailers stopping providing it.

Previous posts on music and shopping here and music in restaurants here

Author: mikethepsych

He says he's a psychologist but aren't we all?

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