Music

music

Our music consultancy service can provide any published song you require; from exquisite classical pieces to rare soul edit’s, dusty jazz re-masters, underground dance tracks, new online independent releases, or the latest pop hits.

Auracle Sound’s commercially licensed streaming service provides the retail and leisure industry with a selection of over forty genre-specific live music channels to suit every environment.

With hundreds of new releases everyday it takes our teams of music consultants days and days to hand pick the best tracks for the live channels to make sure there is no explicit content, tracks adhere to the genre and tempo, are not instrusive at your business. While all the time maintaining a positive ambience to increase customer dwell time and ultimately sales.

Should you require music consultancy to suit your brand, our consultants are on hand to work with your marketing department to curate a tailor made playlist that follow brand guidelines to create your sonic identity.

Retail Music Therapy
A Detailed Study

Why You Should Have It Working For You!

Studies done have proved the following:-

(A summary from Sound Retailing: A Review of Experimental Evidence on the Effects of Music on Shopping Behavior – David Allen, Ph.D, Dept Of Marketing, St Joseph’s University, 2007)

Music and shopping behaviour has also received a great deal of scholarly focus. Not surprisingly, music is in fact believed to be the most commonly studied retail environmental cue. Most retailers would agree that music is one of their most impor­tant considerations. However, it has been expensive in the. Worldwide, retailers spend billions of dollars on music. Now with increasing competition that retailing is facing from e-tailing, music may be the at-mus-pheric effect that interacts with other atmospheric effects to distinguish bricks from clicks and result in sound retailing. The impact of music has been observed on a variety of shopping behaviours when mediated either individually or through the inter­action of a number of variables. Those that related directly to music charac­teristics included tempo, volume, background, not as a focal point or foreground, as a focal point, and genre.

Although genre has received a considerable amount of attention, only a few genres have been observed including Classic Rock or Big Band New Age or Organ, Classic, Top 40, and Easy Listening Those that related more to music perception, either generally or specifi­cally by a demographic included: fit (e.g., a consumers’ perception of the music’s relevance to a product or store)—music in a bar, restaurant, bank, and in a supermarket/store and age of the shopper. When mediated with these variables, the effects of music on a variety of behaviours have been observed during the shopping experience. The initial and intermediary variables included: pleasure/arousal; salesperson perception/affiliation; store perception; time waiting; time spent. The outcome variables included: willingness to buy and money spent.

The research on mood suggests that some music variables can have an effect on shopping behaviour. It has been observed that background and foreground music does not affect mood, but when the genre of music fits the shopper it can enhance mood. The prefer­ence for either background or foreground music can affect mood thereby influencing behaviour. Whether music can enhance pleasure and arousal has received some attention with varying results. Background music was less desirable and resulted in shoppers reporting that they were less aroused. This was observed to be dependent on age and time of day. Ambient cues (Classical-background/Top 40-foreground music) interacted with social cues (salesperson interaction) to influence pleasure. Fast and slow tempo can interact with high and low pleasure and arousal to increase shopping-related intentions. It was observed that background music influenced the acceptance of the salesperson’s arguments and the consumer’s attitude toward the sales personnel. This suggests that low or moderately arousing music may help salespeople significantly in selling to and affiliating with the consumer.

When the music fits, it can positively affect perceptions of customer service and when it doesn’t fit, the result is diminished perceptual environmental appropriateness resulting in fewer approach behaviours.

Not surprisingly, the effect of music on the perception of the store has received a considerable amount of attention. The results tell us that background music that is highly pleasurable can positively affect store evalua­tion. It appears that the fit of the music to the retail envi­ronment is an important consideration. It was observed that when the music fit, it affected the perceptions positively. Finally, genre has been observed to interact with fit/age of the shopper to positively affect perception of the store. Tempo also appears to be an important music variable. It was observed that fast tempo negatively influenced attention level, but had no effect on enjoyment. It was also observed that slow tempo enhanced satisfaction, expectations, and relaxation, and that slow tempo interacted with high retail density and fast tempo interaction with low retail density to enhance the overall shopping experi­ence. Finally, changes in genre of music were shown to perceptual environmental appropriateness positively resulting in better perceptions of personal shopping value. As for the real and perceived time that a consumer waits for service, slow tempo resulted in longer cus­tomer actual time. It was also shown that slow tempo can increase perceived wait time by the consumer. Another variable to consider is music valence (e.g., liked versus disliked) which was suggested as a possible stimulus of lower perceived wait duration.

As for time spent shopping, background (older consumers) and foreground music (younger consumers) affected perceived time shopping depending on age but not gender. It was also observed that background music did not affect the amount of time spent shopping in a store. It was shown and confirmed that tempo had no effect on shopping time, either real or perceived, but music preference did. Slow tempo resulted in a slower pace of in-store traffic, service time, and customer time. Fast and liked music when used to increase the turn­over of tables in a busy restaurant.

Although purchase intention has always been difficult to research and predict, a few researchers have attempted to investigate it with regard to music variables. Genre variation inter­acted with salesperson interaction to enhance willingness to buy. Of course a positive outcome is ultimately the purchase. It appears that background and foreground does not affect unplanned pur­chases. Some music variables, however, have been shown to have some type of an influence here. It was observed that genre (Classical music) influenced customers to purchase more expensive wines than Top 40 did, and has been shown to be associated with paying and spending more in a cafeteria. Classic Rock background music resulted in more purchases by Baby Boomers in a supermarket but fewer purchases for older shoppers, suggest­ing some type of interaction between genre and age.

It is clear that much has been accomplished with regard to the effects of music on shopping behaviour. This review of the experimental evidence sum­marises the most relevant research from 1966–2006. By shining the spotlight on music, it not only shows the potential of music in the retail environment but further solidifies the argument that it may be the most important atmo­spheric consideration.