Music can be an important part of a business for both customer experience and employee motivation.
In most of the radio business music is the single-most important element for attracting and retaining listeners … although as presenters, we like to think it’s us!
Making the right music choices can also benefit your business.
The customer experience
I often find that music being played in retail outlets and restaurants appears out of sync with their customer base.
This is usually due to the selection of music being left to young staff and while that works in a cool, trendy environment, it doesn’t work for those whose customers are generally older.
I’m not saying that I won’t listen to an occasional ‘banger’ from Stormzy but when I’m browsing for trousers something less upfront would be appreciated.
The power of music in shops and other business premises is well documented.
Figures from music industry organisations PRS and PPL show that 84% of people like hearing music in shops and around 80% said hearing music in waiting rooms made the time go quicker and made them more patient.
Ryan James, owner of restaurant business Two Fat Ladies says that his team take time to select the right music for its customers and says it is part of the business’ customer service to do so.
“Your music choice is a statement and it needs to show who you are as a business, individual and company,” he told The Guardian. “If you get it right, people don’t even realise it’s happening but they’ll get the culture. It’s the psychology of business and retail.”
Faster tunes = more sales
Recent research suggests that faster songs increase sales in shops – but only when they are busy.
Studying the behaviour of shoppers in grocery stores in Northern Europe, the researchers discovered that in a crowded shop lively music prompted more spending – but on low priced items.
The findings, reported in The Journal of Retailing, show that while shoppers may be frustrated by crowding, up-tempo tunes mitigate some of the negative effects.
Customers are not the only ones who react differently according to your business’ music choices.
Employees are also likely to be more productive if you allow them to listen to music. That was agreed by 77% of managers and business owners in the PRS/PPL research.
A study published by Cornell University in 2016 also shows the power of music for productivity.
Participants in this research were played a selection of ‘happy’ and ‘unhappy songs’ and measured their cooperation.
“Happy music significantly and positively influences cooperative behavior,” the researchers concluded.
Of course, lively songs may not always be appropriate for the workplace, especially if they can also be heard by customers. The theme from Happy Days is not likely to go down well in a funeral directors.
There is also evidence that in those workplaces where extreme concentration is required, slower-paced music would be better than faster options.
Need help with music for your business? Contact me.