Background music is top-of-mind for many consumers
Listen Up Background music is top-of-mind for many consumers Everyone
knows the purpose of store background music is to create a subliminal invitation
to linger and browse. It's a subtle ingredient of a store's ambiance - little
noted when it's heard nor long remembered afterward.
Hardly. There's evidence that customers pay far more attention to the
music they hear in stores than conventional wisdom suggests and that background
music can play a crucial role in establishing a retailer's identity in consumers'
That evidence is the astonishing number of consumers who buy recordings
of retailers' piped-in music. Albums of Victoria's Secret background music
account for five of the 11 classical albums that have sold more than 1 million
copies in this country. The dozen different CDs sold at Old Navy clothing
stores have aroused so much interest the retailer has installed listening
booths so customers can sample them before buying. Other retailers with
CD racks at the registers include Pottery Barn, Eddie Bauer and Banana Republic.
Retailers who sell the recordings do so in part because of the 70% or
higher margins they provide and their minimal space requirements. But the
real benefit is elsewhere, says an executive at the Seattle-based in-store
music company AEI Music, quoted in the Financial Times. "For
many of our clients, the margins are considered secondary to the benefits
of having their signature sound in the customer's home," the executive
said. "It really is a unique way for retailers to extend their brand
name and their brand identity into the homes of their customers."
Copyright © 1998 by Bond Communications.