The importance of sound in retail spaces

Sound is always present in our lives even when we are not aware of it. In fact, those are the moments when it is most powerful; sound can influence our decision-making and our moods. External stimuli that guide our actions is not magic – but psychology – and it is this power that makes music and sound one of the best, untapped, marketing tactics for retail businesses.

The power of sound is the power of emotions. Studies have analyzed customers’ buying behaviour when music in different rhythms played in the background as they walked The power of sound is the power of emotions. Studies have analysed customers’ buying behaviour when music in different rhythms played in the background as they walked down the shopping aisles. The results lead to the same conclusion: the kind of music, volume levels and tempo did in fact influence customers’ purchasing decisions. 

So, where there is a high footfall of people, such as in busy weekend hours, shops would benefit from choosing high-tempo background music. This type of music during peak hours is likely to So, where there is a high footfall of people, such as in busy weekend hours, shops would benefit from choosing high-tempo background music. This type of music during peak hours is likely to subconsciously influence shoppers to make more impulsive buying decisions. Furthermore, shops that target younger adults tend to choose faster-paced music.

Slower music on the other hand induces consumers to shop more rationally. This also has its advantages as it tends to result in a higher, total financial spend when the customer doesn’t not feel encouraged to make rash decisions. Retail spaces that are thought to be more upscale, such as jewelry or high-end apparel stores, are likely to have classical music playing in the background. Customers tend to spend more  if they are calm and happy.

Sound also enhances a brand’s identity.

the emotional power of music conditions the rational, and sound influences customers emotionally even if they don’t know it. Music defines the identity of each shop, but it is also a tool to get to know your customers and know how to make them feel good in order to obtain a clear result: to increase sales 

Andreas Johansen, Co-Founder and Sound Design Expert of 12 Keys

Achieving this invisible connection between sound and customers also requires choosing the right volume for your shop’s or venue’s audio zones. This can be tough because it varies based on the number of people there and how loud they speak. So, how do you manage this while still doing your job? By having a unique, professional audio system, thru which you can set-up and control the amplifier wirelessly (or from a handy wall-controller). The PowerZone Connect series is designed to deliver high-performance audio power amplification that is flexible, consistent, and reliable. The Connect amps are also smarter and more efficient than traditional power amplifiers.

Blaze Audio specialize in professional solutions for the commercial audio market and have products in place to help your retail space, bar, café or hotel to deliver the best possible sound experience for your customers. Learn more on blaze-audio.com.

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