Opublikowany przez: Michael Morrison, Monash University. Pełny tekst dostępny w pliku *.pdf (pobierz)

Abstract

Retailers are finding it more and more difficult to differentiate their stores based upon the traditional components of the retail mix. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. Retail stores need to be much more than just passive places that display merchandise for sale. When shoppers make purchase decisions they may respond to more than just the tangible product or service being offered. Music can be a critical component of store atmosphere and can play an important role in the purchase decision-making process. Published research on the impact of music on retail experience is very limited and a considerable gap in the literature exists. To determine the role that music plays in shaping retail brand and its impact on shopping behaviour, an exploratory study was conducted into several leading retail concepts including Borders Books, FAO Schwarz, Nike Town and Victoria’s Secret. Key findings indicated that store atmosphere can influence the perception of the uniqueness of products and service levels, specifically programmed music can play a role in store stay and travel time and a personalised music strategy can support a retail brand and make a connection with specific target markets.

Introduction

Retailers are facing an increasingly competitive market place and as a consequence are finding it more and more difficult to differentiate their stores on the basis of product, place, people, price and promotion. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. The emphasis has moved away from in-store product displays, towards elements that excite the senses of shoppers such as flat screen videos or graphics, music, smells, lighting and flooring that tend to capture the brand image or personality and help to create a unique environment and shopping experience (McGoldrick, 1990; Marsh, 1999). The atmosphere of the shopping environment can influence customer attitudes and their perceptions in relation to the overall quality of the store in terms of the uniqueness of the product, and service levels (Baker, Grewal and Parasraman, 1994) the purchase price (Areni and Kim, 1993) and purchase volume (Milliman, 1982). Victoria Secret is a good example of this phenomenon. The playing of classical music in their stores, as contributed to a prestigious store atmosphere, leading to a customer perception of higher merchandise and service quality. The specific atmosphere that the retailer creates, can in some cases be more influential in the decision making process than the product itself. It is the power of music that may in fact have the greatest impact on the way people make their purchase decisions. Gardner’s study (1985) found that mood states can have an important influence on behaviour. A given mood state within a retail environment can increase the chances that a purchase will be made (Bruner, 1990). Music can be a critical element of a store’s atmosphere (Alpert and Alpert, 1990).

The Power of Music

Music communicates with our hearts and minds; it serves as a powerful connection into our emotions. Music is versatile, it has the ability to relax or invigorate. Music is memorable, it can transport us in an instant to places we want to be (Ortiz, 1997). Retailers can use specifically programmed music to create links to past experiences. Music can be a critical component of store atmosphere and plays a role in purchase decision making process (Areni and Kim, 1993; Donavan and Rossiter, 1982; Smith and Curnow, 1966). A personalised music strategy can support a retail brand and makes a powerful connection with specific target markets by incorporating customer demographics (such as age, gender mix and income levels) and psychographics (such as preferences, lifestyles, personalty and attitudes). By understanding the demographics and psychographics of its target market, retailers can create an audio environment where their customers feel comfortable, relaxed and happy to spend time and money. The use of carefully selected music creates an immediate distinction for a retail brand by establishing the right mood. Music can motivate the subconscious and create a first and lasting impression.