by Grace Butland

Music Can Enhance the Shopping Experience

Common sense, backed up by extensive marketing studies, indicates that customers who are in a good mood when they shop feel more positive about the store, spend more time there and buy more.

So how do you put all the people who walk into your gallery in a good mood? Savvy retailers will tell you about the magic of background music.

At RAF Gallery, in Savannah, Ga., a changing variety of music ranging from classical to ‘50s songs can be heard by customers.

Effects of music on mood is very old idea

Music can be used to relax or stimulate, to change mood, to alleviate pain, to invoke memories, to improve retention of information, and to evoke a wide range of emotional responses.

The idea that music affects mood and behavior isn’t new. The ancient Greeks noticed music’s effect on emotions, and its influence on such physiological factors as blood pressure, breathing and digestion were documented during the Renaissance. Following World War II, the Veterans Administration hospitals began using music in rehabilitation programs for disabled soldiers, and a new profession — music therapy — was born.

Modern marketing studies support background music

In the past 30 years, numerous marketing studies have looked at the effect of background music on retail sales. They have found that music, chosen well and played unobtrusively, can indeed add to your customers’ shopping pleasure and put them in the mood to buy.

But the wrong music, or music played too loud, can chase customers away. Upbeat music raises our spirits while slow or sad music depresses us; music that evokes happy memories elevates our mood; music that is frenzied or discordant agitates us. There is a physiological basis for these psychological effects: upbeat music stimulates the right side of the brain to produce serotonin, the “happiness” enzyme. Higher levels of serotonin lead to a feeling of happiness and security, which can affect buying decisions.

Music produces other, more subtle, effects as well. Music psychologists say that listening to classical music makes us feel more sophisticated and more financially secure than listening to pop music. And if we’re feeling more sophisticated and financially secure, we are inclined to spend more money.

At Handworks Gallery of American Crafts, in Acton, Mass., a mix of classical and soft jazz CDs are played to set the right mood for customers, with an occasional top 40 radio station included.

Choose background music carefully

A plethora of books, studies, and articles point out literally hundreds of subtle ways in which music affects emotions and responses. But for the retailer, one thing is clear: background music should be chosen carefully, not dictated by employee preferences or the local radio station’s play-list. Here are some things to keep in mind when you select background music for your gallery.

Consider the ages and backgrounds of your target customer group. You have only to walk into a Gap store to realize that the music that motivates and energizes teenagers is not necessarily the music that will motivate older gallery customers. If your gallery is in a college town and is frequented by students as well as an older clientele, you have the challenge of finding a middle ground that appeals to both groups.

In one study, shoppers evaluated products more favorably when listening to familiar music. Conversely, they reported greater pleasure when listening to unfamiliar music. Music alters time perception — some studies show that people think they spend more time in a store when the music is familiar, although they actually spend more time when unfamiliar music is played. Since longer shopping time usually translates to more money being spent, mixing some new material with the familiar is a good idea.

Match music to store’s clientele

“I play music because it makes people feel good and it adds to a pleasant environment,” says Glenn Johnson, owner of Handworks Gallery of American Crafts in Acton, Mass. “But I don’t play frenetic jazz or anything edgy.”

To appeal to his clientele — mostly customers in their 50s and 60s — Johnson plays a mix of classical and soft jazz CDs. Sometimes he’ll tune in to a local radio station that plays top 40 classical music; nothing too somber or slow. He also plays James Taylor or Joni Mitchell occasionally, eliciting responses of, “I love this album!” from customers.

Customers can be self-conscious if they’re alone in a quiet gallery. Music helps them relax and stay longer, notes Marbeth J. Shay, owner of RAF gallery in Savannah, Ga. She uses a five CD exchanger and varies her musical selection weekly, including classical and music from the 50s with a sprinkling of Enya and Edith Piaf. Customers often sing along, and they frequently ask for the name of the CD. (Although the CDs are not sold at the gallery, the ones currently being played are always displayed in a CD rack that is for sale.)

Music tempo and style influence shoppers

Choose tempo carefully. Music that is too fast will hurry shoppers; if it’s too slow, customers will get bored and leave.

To avoid sending a mixed message to your customers, choose music that enhances your gallery image. (I still remember the shock of hearing twangy country music played in an upscale clothing boutique. It just didn’t work with high-end designer clothes.)

Classical and soft jazz are obvious choices for many galleries. However, a shop that specializes in Appalachian crafts would benefit from hammered dulcimer music, while one featuring western art could play country-western. At Tribes Gallery in Norman, Okla., where Native American fine art and southwest collectibles are featured, Native American flute, supplemented by occasional guitar instrumentals, is the music of choice. Owner Hannah Pate says “some customers just come in and sit, look at the art and listen to the flute music. They say it soothes their soul.”

Make sure music stays in the background

It’s called background music for a reason — it’s meant to provide a pleasant undertone, not dominate the shopping experience. While very young shoppers might groove to the beat, most mature shoppers will escape to quieter places.

Bottom line: customers associate the background music with the store. That’s one reason some “lifestyle” retailers such as Victoria’s Secret, Banana Republic and Starbucks now produce and sell custom-made CDs featuring the music they play in their stores. That’s going a little far for most crafts retailers, but it proves the point: music is another form of branding, and you should choose and use it wisely.