Q:Does music really increase sales?
Much research has shown that background music causes increased sales. A famous study by Milliman (1982) found a staggering 34% increase in time spent in a supermarket when background music was played, with a corresponding increase in sales. Many other studies have confirmed Milliman's initial results, which is a significant reason why music is usually found in retail environments.
Q:Can music alone influence customer behavior?
Senses are interrelated and the effects of music on a commercial marketplace depend on additional factors such as color, lighting, scents and the number of customers. Changing these factors can affect how effective it is to use a particular type of music.
Q:Can music influence the choice of products?
North et al., (1999) studied if it is possible to use background music to influence what products customers choose in a store. The experiment was performed in a wine shop and the aim was to study whether they could influence customers' choice of wines by playing French and German music in the store. The results indicated that when French music was played, customers bought more French wines, while sales of German wines increased when German music was played. The customers however, seemed unaware of what music was being played. Less than 14% of the customers responded that music had affected their choice of wines.
Q:What is the right Volume?
Adjusting the volume throughout the day and the evening is important. Fade it higher or lower depending on how many guests you have. A human being absorbs some 0.3 dB on average. The more guests you have, the more you need to raise the volume and vice versa.
Q:Should I play fast or slow music?
Research has found that people move slower when slow tempo music is played.
Q:If you run a fast-moving restaurant where you don't want people to linger, you could be better off playing loud, fast tempo music. However, retail environments often prefer customers to stay longer in their stores, so slower, softer music is more appropriate.
A study found that customer spent 23% more money in a restaurant when slow music was played. Interestingly, most of the increase in spending came on the drinks bill (which grew by 51% on average), which is a high margin item in most restaurants.
Q:Hit songs or unknown music?
In retail and business environments, well known music tends to be too distracting, taking people away from the task at hand, and instead making them focus on the music. You want the music to "disappear" in an environment, lending a feeling of calm or energy, but not grabbing people's attention. "Hit" music is too catchy, and tends to cause decreased purchasing in retail environments and diminished productivity in offices.
Q:How important is the quality of my music hardware setup?
Get a good sound system. A lot of restaurants have a deficient sound system. Then it doesn’t matter what kind of music you play.
Q:What music genre should I pick?
Classical music has been found to increase the amount of money people are willing to spend. Generally, people will choose more expensive goods when classical music is playing. We believe that the effect is one of cultural association, and that the same effect should be caused by other "classy" musical genres, such as Jazz or regional relevant traditional music. To increase sales, you should associate the music being played to your brand and products being sold.