The sound of music
A store's image can be changed dramatically by the introduction of music.
Music establishes mood, helps motivate the subconscious and can create a lasting impression on existing and potential customers. By understanding the demographics and psychographics of their target market, retailers can create an audio environment where customers feel comfortable, relaxed and happy to spend time and money.
Supplying complete music packages tailored to meet the specific needs of its retail customers, including Jeans West, Wombat and Esprit, Musicmaker International is an Australian-owned family business, established in 1975.
Identifying the correct music system as a very powerful marketing tool, Musicmaker's director, Barry Kavanagh, says in-store music can enhance moods, boost productivity, persuade customers to linger in-store and reinforce positive brand associations.
"Combined with promotional messages for products, services or special offers, varying the Digital Music Player's (DMP) day and time slots can assist a retailer in achieving maximum impact."
Adding that suitable and reliable in-store music of high sound quality can also markedly increase sales, Kavanagh says nothing can make a customer leave a store more quickly than inappropriate poor quality music.
"[According to marketingprofessionals.com] research shows a slow tempo encourages leisurely shopping and can boost retail sales by up to 38 percent. A number of our clients have reported that it's the complete in-store package - music content, style, sound, choice, quality, depth and warmth - that ensures the shopping environment is a positive experience, rather than a fleeting experience due to poor music choice and sound quality."
Installing Musicmaker throughout its stores in June last year, Jeans West advertising and PR manager Belinda Waller says the system has been discretionary for the retailer.
"The DMP has given us total flexibility in terms of specific promotional insertions, tempo for different times of the day, the opportunity to highlight key artists during sponsorships and so much more."
Agreeing that music is at the forefront in terms of setting the mood of a store, Waller adds it can be felt the minute you walk through the doors.
"The Jeans West feel is engaging, energetic, fresh and funky. The right music mix and sound can be the difference between customers feeling relaxed and comfortable to take their time looking through the store, or, if you get it wrong, making them want to run a mile. In-store music is integral to the Jeans West experience, not only for our customers but also our team members. Music is a huge part of our target markets' lives and as such, we make it a key focus not only within our stores but also on our website, highlighting the latest tracks and artists. We also run a music site called BORN (born.com.au), an initiative to support unsigned artists, which continues to kick some great goals."
Working in conjunction with independent in-store music supplier Marketing Melodies, to create music genres tailored to meet client's individual needs, Kavanagh says the latest music styles and trends can have a significant effect on the consumer.
"The most popular music styles [at the moment] would be 'groove' (cool mix) and 'pop' (current chart hits). Musicmaker is also able to develop specific programs to include other trends such as 'artist of the month' and 'most popular track', etc."
Using the power of entertaining to compete with e-commerce, DMX Music managing director Chris Furtado says DMX Music is making shopping a sensory experience.
"In the highly saturated retail market many buyers are turning to the internet and making online purchases. DMX Music helps make retail stores a more exciting experience to retain clientele."
More than 6000 Australian retail companies, including Just Group, Colorado, Rockmans, Foot Locker, Strandbags, Oroton Group, David Jones and Myer, rely on DMX Music to reinforce brand image, connect with customers, increase productivity and drive sales.
Organising and running customised in-store radio networks in Australia for the past 35 years, DMX Music helps its clients differentiate their store from the competition. Creating vendor-funded advertising and promotions that enhance store profile, DMX Music adds dollars to retailer's bottom line, whilst maintaining a warm welcoming in-store environment.
"Integrating entertainment with retailing to make our clients stores fun for customers to shop in and employees to work in, we strategically deploy music and in-store messaging to influence traffic patterns and lead customers to merchandising hot spots and promotions - increasing retailers' revenue. Music relaxes people and makes them feel more comfortable so they stay longer and spend more", says Furtado.
Informing, educating and entertaining customers through in-store radio networks, advertising and promotions, Furtado says retailers are realising that this form of marketing captures attention, conveys brands, alerts listeners to opportunities and stirs emotions.
"According to a Service Industry Research Systems study, these are all factors that 80 percent of customers say influence their buying decisions. Considering that 66 percent of buying decisions are made at point-of-purchase (POPAL 1995) customised music programs are being adopted by more and more stores."
Observing that more money is now being spent on the audio environment, DMX Music has access to the world's largest selection of music across all sectors.
"Our international music database has more than two million songs. The most popular music programs are 'Light Rock', 'Pop', 'Chart Attack', 'Dance', 'Spectrum', and 'Streetwise'. When you walk into a store the sound immediately gives you an idea of the type of environment you're in. [This allows] you to identify with it and feel more comfortable. The right music can establish your brand the way you wish it to be and differentiate you from your competitors."