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Music has a singular way of transporting us back to memorable moments or instantly creating new ones – which makes it such a simple and powerful tool for driving behaviors, decisions and experiences in a food retail setting.

Few factors stimulate, motivate and seduce even the most reluctant consumer in the way that “auditory aesthetics” have proven to do. Food shoppers are no exception, which makes sense: For most cultures, food and music are the foundation for celebrations and family get-togethers.

Striking the right chord with food shoppers is a profound differentiator in a competitive business driven by customer demands and expectations. With the battle heating up in the food sector, retail designers are challenged to explore all kinds of new solutions for rejuvenating the shopping experience.

Music’s impact on the food retail environment is unmistakable. Starbucks, for example, incorporated music technology into the fabric of its image from inception, making clear its belief that, along with product quality, most consumers understand that the brand incorporates the environment and the experience. This was brilliant on Starbucks’ part and encouraged others not only to add music to the environment but also to pay attention to what was being played, what they were trying to accomplish, whom they were trying to reach. And those other retailers came to note improved customer satisfaction, longer shopping trips and increased loyalty when the emotional connection with customers through music was present.

Of course, modern technology has helped, putting the music delivery system in the hands of the operations executives, not the store employee who’ll replace the Tony Bennett CD with Akon at the first opportunity, regardless of management’s intentions. Technology also allows chain retailers to play different music in different stores in different parts of the country, even to segment sound by store departments.

The music-to-drive-sales strategy is nowhere more evident than in traditional Latin-American grocery stores. Because music is an integral part of the culture, it can be a central component for differentiating departments within the store while also bringing the essence of the traditional Hispanic market to the forefront. Carnival Super Markets recently undertook a major re-imaging celebrating Hispanic heritage and culture. I’ve watched shoppers lip-synching the lyrics, dancing as they reach for an item and even teaching their children the words to the songs. Carnival without music would be like chips without salsa.

In other markets, as well, you’ll see shoppers of a certain age or demographic move their lips and their hips to Sixties rock, Seventies disco, R&B or modern rap. Or, as in the upscale eatZi’s Market and Bakery chain, Italian opera music can make a place feel both elegant and festive. Similarly, classical music at The Fresh Market slows you down and elevates the experience to an epicurean level. When I’m there, I can’t help but feel I’m strolling in a small European village selecting gourmet items from an open air market.

Music touches and unites people, further accessing senses to create an encounter that cannot be matched in other venues, such as online shopping. Retailers benefit from the attraction to their stores of happy, satisfied consumers who base loyalty on their shopping experience. Profits jump as shopping duration increases, merchandise evaluation and purchases are extended and the overall emotional state of the shopper is improved, turning occasional visitors into lifetime consumers.

There is a sound for every environment and by making it an integral part of the sensual environment, you can define your brand and better connect with your customer.

 

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