By Julie Goh
Let's dive into the fascinating world of how businesses strategically use music to shape and enhance customer experiences. Music has the remarkable ability to influence emotions, and savvy businesses leverage this power to create memorable interactions.
- Emotion Control in Customer Experience:
- Setting the Tone: Businesses use music to set the emotional tone in various customer touchpoints, from retail spaces to advertisements. The right music can create a welcoming, exciting, or sophisticated atmosphere, influencing how customers feel about the brand.
- Enhancing Emotional Connection: By carefully selecting music that resonates with their target audience, businesses aim to establish a deeper emotional connection. For example, the warm tones of a jingle can become synonymous with a brand, instantly evoking positive associations.
- Examples: Consider the use of ambient and relaxing music in luxury hotel chains like Shangri-La, enhancing the upscale and tranquil ambiance. Additionally, the next time you walk into a Zara store, observe how they strategically integrate music into its retail spaces, tailoring playlists to match the brand's trendy and dynamic image. Another example is the use of upbeat music in Coca-Cola commercials to evoke feelings of joy and celebration.
- Music in Different Business Scenarios:
- Jingles as Brand Identity: Companies like McDonald's use jingles to create a distinct brand identity. Other examples could include The Chicken Rice Shop iconic jingle or the time when Digi used the song “I Will Follow You” with that yellow man.
- Fitness Centres for Motivation: Fitness centres strategically use high-energy music to motivate individuals during workouts. The rhythm and tempo play a crucial role in encouraging movement and creating a dynamic atmosphere.
- Malls and Buying Desire: Malls employ music to influence shoppers' emotions and purchasing behaviour. The choice of music can affect the pace of shopping and create a more enjoyable and engaging experience. Have you noticed how malls start playing festive music a few months ahead to get you into the mood to do early festive shopping?
- Elevator Music: The music in lifts is intentionally chosen to create a calm and unobtrusive atmosphere during short rides.
- Examples and Elaboration: Businesses within the same industry may adopt different music strategies based on their goals. For instance, fine dining restaurants may play slow music to enhance the dining experience, while fast-food chains opt for fast-paced music to encourage quicker turnover.
- Boosting Business with Music:
- Enhancing Brand Perception: The strategic use of music contributes to shaping and enhancing brand perception. Whether through commercials, in-store experiences, or events, businesses can elevate their image by aligning music with their brand identity. The next time you attend a motivational talk, pay attention to the music they play before the event begins. It is fast-paced and energising – to prep you up for the motivation talk. That is one of the reasons why you feel extra “motivated” during the talk, but not so much after that.
- Increasing Customer Engagement: Music is utilised to increase customer engagement, such as through interactive displays or immersive experiences with carefully selected soundtracks that captivate and hold customer attention. Imagine entering a cozy local bookstore. The moment you step in, you're enveloped in the comforting ambiance of soft lighting and the subtle scent of coffee. As you browse through the shelves, you notice that the store has strategically chosen a soothing acoustic soundtrack that complements the quiet and relaxed atmosphere. Additionally, there are small reading nooks with comfortable chairs, each accompanied by a carefully selected playlist to enhance the reading experience. The harmonious blend of curated music and the bookstore's ambiance captivates visitors, making their time there not just about buying books but also about immersing themselves in a delightful reading environment. This thoughtful use of music not only aligns with the bookstore's identity but also fosters a deeper connection with customers, making their visits more memorable and enjoyable. Don't forget the extra revenue from coffee sales...
- Creating Memorable Experiences: Consider a local artisanal market hosting a special weekend event to showcase handmade crafts and local delicacies. As visitors stroll through the vibrant stalls, they are greeted by a live music performance featuring local musicians playing acoustic renditions of popular regional tunes. The music not only adds a lively and culturally rich atmosphere to the event but also becomes an integral part of the overall experience. The market organisers have carefully chosen the music to align with the diverse offerings and celebrate the community's artistic spirit. This strategic integration of music transforms a typical shopping experience into a memorable and immersive cultural event, leaving visitors with not just purchases but also a lasting impression of the unique atmosphere created by the harmonious blend of local crafts, delicious treats, and soulful melodies.
As we conclude our exploration into the symbiotic relationship between music and business, it's crucial to recognise that humans are inherently controlled by our senses. Our emotions, memories, and even our decisions are profoundly influenced by what we see, hear, and feel. Music, as a universal language, plays a pivotal role in this sensory orchestration.
Remember, the strategic use of music is a powerful tool that goes beyond mere auditory pleasure; it's a key player in enhancing customer experiences. By tapping into the emotional chords of individuals, businesses can create atmospheres that linger in memories and foster lasting connections.