Music affects peoples emotions. It speaks to the heart and everybody knows that. Music sets the mood and evokes emotions. Several studies have proven that in-store music enhances and reinforces brand image. According to a study conducted by the Journal of Business Research in 2006, classical music combined with soft lighting and a number of salespeople results to a prestigious retail setting and image which leads to better quality and service ratings.

Yalch and Spagenberg in their 2000 study reveal that affectual reaction (pleasure-displeasure) affects the way an individual reacts to his/her environment. In a retail store setting, playing popular music enhances the enjoyment of shoppers whereas playing unpopular music may cause them to leave.

Music also arouses the senses and emotions of an individual. Milliman, in his 1982 study, observed that slow music played in a supermarket results to slower customer movement as compared to a supermarket where fast music is played or a supermarket where no music is played at all. This behavior is attributed to decreased arousal.

Retailers consider time as an important factor in their business as they strongly believe in the simple correlation of time spent shopping over the amount purchased. A 1966 study conducted by Smith and Curnow revealed that shoppers spent less time in the store when loud music was being played. On the other hand, shoppers spent more time in the store when soft music was being played. In another study conducted in 1994 by Gulas and Schewe, it was observed that individuals shopped longer when familiar classic rock music was played as opposed to unfamiliar music.

It only shows that the kind of music you play affects the time spent by an individual shopping in your store. Also, the kind of music you play should respond to your target demographics. For example, if you sell clothing lines meant for women aged 18 and above, you should play songs that are familiar to them.

It is now obvious that the kind of music you play in your store affects how shoppers perceive your brands image. If you are selling clothes and you play loud, disco music, shoppers may perceive your clothing line as something for the young. On the contrary, if you play soft, classical music, shoppers may perceive your clothing line as something for the classy and elite. This is true for those shoppers that have no prior expectations or preconceived notions of your brand. Get additional info here.

A relaxed environment combined with equally soothing music gives your customer the perception that your products are pleasant; therefore your brand is pleasant. A pleasant store experience is a major factor in creating good consumer-brand relationship. A relaxed environment and proper choice of music are what you need to reinforce your brand. More often, shoppers remember your brand because they liked the way they felt when they were in your store.

Music creates a powerful, all-encompassing experience that can be delightful. Music, together with other in-store cues such as bright paints, relaxing features and friendly staff, helps form an emotional bond that can turn into loyalty.