It has been proven before that music broadcasting in stores has an impact on in-store traffic flow and sales, and the music genres chosen make customers more peaceful, calm and more open to commercial messages.
Çukurova University Faculty of Economics and Administrative Sciences Faculty Member Assoc. Dr. Fatma Demirci Orel noted that music has had a wide variety of effects on people's emotional world and behaviors for centuries.
Orel stated that people from different cultures and different languages meet in the language of music and can communicate with music, adding that music, whose usage areas have expanded from the treatment of psychological diseases to the motivation of employees in the workplace, is also a preferred tool in creating atmosphere in stores.
Emphasizing that the right half of the human brain perceives events and objects intuitively, so that people can record any event or object in their brains more quickly and remember it more easily, Orel said, "From this point of view, displaying the products in the store with music will have a greater effect on customers than verbal display. can be said. The music played accelerates the perception of the store or the products on display by the customer,'' he said.
Noting that the use of music is the most effective way to eliminate internal noises or unwanted noises in the store or to reduce them to a level that will not disturb the customers, Orel said that music has an important place in creating the atmosphere of the store, and it is known that music has emotional, motivational, stimulating, relaxing and relaxing effects. told. Noting that store managers also benefit from music in this direction, Assoc. Dr. Orel gave the following information:
“For example, music broadcasting has become a classic tool in the field of large retail. It is observed that the music played in some stores disturbs the shoppers and prevents them from focusing on the products. Music broadcasting in such stores is done with an understanding of 'let the pieces find their place' and generally the personal preferences of the store manager or employees come to the fore in deciding the type, tempo and volume of the music. However, music broadcasting in the store should not be carried out amateurishly, on the contrary, this issue should be approached completely professionally.''
Emphasizing that the selected music genres make customers more peaceful, calm and more open to commercial messages, Assoc. Dr. “On the other hand, the volume of the music should not be too loud to disturb customers, nor too low to affect them,” Orel said. Orel emphasized that the music broadcasted should create the impression of background music and that the central broadcasting system in the store should be of high quality, because scratchy and muffled music can have negative effects on customers. Assoc. Dr. Orel suggested choosing different music at different times of the day.
TRAFFIC FLOW AND ITS EFFECT ON SALES
Again, stating that it is necessary to be careful not to play melodies that are too relaxing or that lead to airy feelings, Assoc. Dr. Orel continued:
“Music also has an impact on in-store traffic flow and sales. Slow-tempo music keeps customers in the store longer than up-tempo music. Customers who stay in the store for a long time are also expected to make more purchases. On the other hand, if there are too many customers in the store to prevent peaceful and comfortable shopping, high-tempo music can be played and this music can accelerate the traffic flow.''
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