I walked into a store the other day and the music was ear splittingly loud. A woman followed me in and asked the staff member, “Would you mind turning the music down while I make a decision?” The staff member looked a bit piqued but obliged.
And I thought, “Wow! That’s right, the staff have the music turned up to suit them not to suit the customer!”
I think that’s a mistake that many places make. They create store ambience to suit what the staff want. And I know that sounds reasonable upon first thought coz, after all, the staff are there all day.
But the premises are there to sell stuff to customers so the ambience should encourage customers to buy
So the lesson is simple. You should have the music at the level your clients want and makes the most sales.
A great rule is to test and measure. Try the music at one level, then at another, until you find the right level… that’s the one that converts the greatest percentage of shoppers into buyers.
Do the same with lighting, air conditioning and merchandising. Test what gives the best result.
Oh, and by the way, these thoughts apply to the client lounges of professional offices too. Find out what puts people in the most relaxed or receptive mood… and stick to it.
Well said Winno. I have actually told shop staff that if they want any chance of me buying anything they need to turn the music down
That’s the way Graham… you’re the customer!
Sometimes being an audibly challenged person has hidden benefits. Often I can’t quite hear the music.
Nothing worse than ear splitting heavy metal or elevator music. Maybe they should have gentle classical music at a very low level or no music at all.
Decades ago (when a secondary student) I learnt that rocks music closes the learning receptors of the brain. Logic would suggest that this applies to decision making brain cells as well. Again, well said Winno.