Guidelines from scientific research

The overall experience of a physical store can be negatively influenced by playing very loud music.  By contrast, music that is too soft may induce the feeling of an (unwanted) obligation to interact with the sales staff. Search for the right balance (and thus the right volume of the music) to influence and achieve the customer experience sought by the retailer.

Playing recognisable music (top hits, classics, etc.) or music the target customer base already appreciates positively influences the visit to a store. Thus, try to keep the visitor longer by using this type of music. Also pay attention to the tempo of the music as this one influences the time a customer spends in the store - see guideline ‘18’.

Influence the speed at which customers move in your physical store by playing on the tempo of the instrumental background music. Movements are clearly slower when a low tempo is used (72 BPM) and faster when music with a higher tempo is played (>= 92 BPM). Music with a slow tempo can reduce the pace at which the customer moves through the store, which will increase his/her time spent in the store. This in turn creates an intention to buy more, and more unplanned items. 

Make sure that the shopping experience stays optimal (and the mood of the customer stays positive) by playing slow music when the store is crowded and more upbeat music when it is not. Also try to use music to minimalize any possible negative emotions generated by such a crowded store. 

These guidelines can also be used in shopping malls, where the use of the adequate music tempo can push customers to spend more time in the walkways and also increase their interest in services such as the catering facilities, etc.

The two customer feelings of excitement and pleasure are most often associated with the tempo of a selected music (see guidelines ‘17’ and ‘18’). You may further positively stimulate these emotions by choosing music with a high tempo and associating it with the use of warm colours (such as red) in the physical store. By contrast, lower-tempo music works best in combination with cooler colours (such as blue). 

The combination of colour and music is also important in online retailing. Please note, however, that in an online environment, emotions tend to be more positively influenced by cooler colours, which is clearly different from the approach in a physical store.

In-store music should be consistent with a retailer’s story. Consider music as an important brand characteristic translating its specific image.

By stimulating the visitor in the physical store with music that supports the image of the brand (and thus the idea a visitor has of this one), the relationship between the customer and the brand is reinforced. Thus, to strengthen the brand positioning, try to make an appropriate link between your brand, the physical store and the music played in this one (as it is an important aspect to clarify your brand image). This interplay is especially important during a first visit to a store (by someone without prior expectations/experiences).

Customers will be more eager to make a purchase and to spend more money when background music is played in the women’s department than when music is played in the foreground. To stimulate purchase intentions in the men’s department the opposite strategy is best applied. In addition, playing music in the background in the women’s section, positively influences perceptions of friendliness, elegance and refinement. Customers in the men’s department consider shops to be less expensive and more spacious when music is played in the foreground, in comparison to music played in the background.

As regards age, you can influence the purchase and spending (of time and money) behaviours of older customers by mainly playing background music. Younger customers can in turn be positively stimulated by playing music in the foreground.

Paying attention to the combination of scent and music, and in particular the volume of the music, used in a physical store is important. You can lift the customers’ sense of pleasure and satisfaction to a higher level through the application of a suitable combination of scent and music. This will also positively influence the time spent in store by the customers, as well as their expenses. Loud music, combined with an aroma can prolong a store visit, and this regardless of the customer’s mood. If it fits your brand/ store’s theme, why not consider diffusing a female scent, such as vanilla, and playing loud music to appeal to women between the ages of 14 and 25?

As already mentioned in guideline 22, it is important to create coherence between smell and music in a physical store. The harmonization of these two ambient signals will positively impact the “approach” and impulsive buying behaviours of customers as well as their satisfaction. For instance, it is best to diffuse a less exciting smell, such as lavender, in combination with a slow music tempo, rather than with more exciting music. By contrast, you may play exciting music with a high tempo in combination with an exciting scent, such as grapefruit, to create a more positive effect on the approach behaviour of the customer.