Ambiance comprises multiple sensory perceptions: a retail store’s merchandising would appeal to the eyes; a restaurant’s freshly baked goods hearken to the nose; and the cool air on a hot summer’s day brings respite to the skin. But what about the ears? What are some ways we can make sure our background sound sets the right mood?
In nearly all scenarios, whether we’re talking about a retail store’s sales floor, a restaurant’s dining room, a car dealership’s offices, or a bank’s lobby, music is the most potent auditory solution available to your business. (Although, it’s not the only one. Some situations may call for the sounds of running water, wind, or other sedentary sounds, so don’t ignore those ideas.)
When it comes to effective background music, there’s actually been a tremendous amount of research performed in the last 30+ years that has yielded many valuable insights. Here are a few trends to consider as you make your selections:
Promote Your Brand’s Identity
Remember that you’re not just setting a playlist of your personal favorites, as your tastes might not perfectly suit the brand your business is trying to project. For example, you might not listen to classical music or jazz very often, but those genres are actually perfectly suited to upscale retail and dining experiences. There’s actually a correlation between wine stores that play classical pieces and the average price customers spend. Be especially mindful of this when it comes to lyric composition, as a Top–40 rotation might have content inappropriate for your clientele.
Tempo Is Key
Another revelation from all this research is that slower music is more effective at keeping retail visitors shopping longer than more energetic selections. As we all know, the more time shoppers spend in our retail stores, the more items they’re likely to buy. But if you run a fast-food restaurant where you need to move through as many tables as possible during the lunch rush, up-tempo songs can actually influence your diners to unconsciously eat a little faster and make room for your additional guests.
Select the Right Volume
You don’t want your background music to be so loud that it becomes foreground music, nor do you want it to be so low that it’s inaudible over the murmur of your guests. Generally, the right volume is the one where you can hear the music if you pay attention to it, but one you can easily ignore if you’re concentrating on something else. Don’t be afraid to fiddle with this notion, going louder or softer depending on your clientele. Older guests tend to prefer that music skews softer, whereas younger ones prefer that it skews louder.
Be Mindful of the Occasion
Don’t neglect how festive holiday music will put retail shoppers into a gift-purchasing mood. It may seem cliché, as many businesses employ Christmas carols and the like between Thanksgiving and New Year’s, but that’s only because it works so well. Embrace the idea of varying your music throughout the year—and even throughout the day. Depending on the nature of your business, energetic songs might be appropriate for the morning and easier-going ones for the evening.
Keep It Legal
As a final note, be aware that businesses require a special license to play copyrighted music, and while it may be tempting to ignore that fact, there have been lawsuits levied against companies for violating those copyrights. One alternative is to use royalty-free covers of famous songs, but this can also be counterproductive because these so-called “soundalikes” are usually obvious and some people will have a negative opinion of your business using knockoffs. You’re better off paying for the real thing.
Ambiance is one of the most critical components of your branding. As with every other component of your business plan, it takes thoughtful consideration. But how do you know your choices are a hit with your customers? —Easy: ask them. Through customer feedback surveys and mystery shops, The Brandt Group can help you dial in the right soundtrack for your company’s success. Reach out to us today to get started, and together we’ll make sure those choices work in perfect harmony with your brand’s image and your company’s goals.
