DJ’s Driving Sales
Feb 3rd, 2011 by evany
When you walk in to a store there are many factors that effect your purchasing choices; these including Psychological, Social and Situational factors. I have been noticing of late that most stores aimed at the younger demographics are implementing in store DJ’s. This specific target aims at both psychological and situational factors.
It is interesting to see such a simple tactic of introducing “hipper” music into stores to retain consumers attention. But what is the purpose actually doing?
Since this tactic is focused on affecting the image of the company it tends to shape the perception of the company itself. By providing hip music it makes the consumer who searches for a hip look values align with the company. It also is known that music can shape the temporal state of a consumer. By playing appealing music it helps shifts the consumers state of mind in to a position that will influence them to purchase.
But what does this say about DJ’s?
From my personal experience I have been turned off by the noisiness and chaos that DJ’s bring to the shopping environment. One thing is certain though with constantly changing demographics only time will tell if this new trend will influence consumer decisions.