After seeing Tommy’s blog in class, I decided to take a look at it myself and came across this amazing post about music.
I think the use of music in marketing, especially advertising has been talked about a lot, so I am going to look at the use of music in the shopping experience. Most products and services are consumed and easily forgotten. However, experiences are not. Retailers understand this concept and do everything they can to turn otherwise ordinary purchases into memorable shopping experiences that connect customers with the store’s brand and keep them coming back for more.
How are retailers accomplishing this? They are using music, an invisible yet powerful tool, in their overall branding and marketing strategy.
Music can create an environment to which customers feel physiologically, psychologically and emotionally connected. We all have songs that create an emotional response, reminding us of a loved one, a first date, fun times with old friends. By tapping into the emotions evoked by music, retailers can differentiate their brand and distinguish themselves from competitors.
Businesses must understand the personality of their business, what lifestyle characteristics their customers have and how much music will be a part of the shopping experience. Looking as these aspects, businesses can come up with a sensory experience that intrigues customers.