• Business Growth & Optimisation

Music and Consumer Behaviour: How to Increase Spending at Your Store

7 min. read06.12.2021
By Team Zeller

Choosing the right music can boost sales. Here's how to do it.

Every retailer wants their customers to have the best possible in-store experience. From training staff to provide exceptional customer service, to spritzing deliciously scented room sprays and installing flattering lighting — every decision you make leaves an impression on your customers.

One of the simplest ways to influence your customers’ mood, pace, and energy is through music — but which kind? Should you play calming music to help them relax, or fast-paced dance tunes to encourage them to move through your store quickly? How can you curate a playlist of tunes that will entice shoppers to spend more?

The answers to these questions are complex, and closely tied to your business’s brand, your customers’ music taste, and how you want to make them feel in-store. Keep reading to find out how to choose music that will cause shoppers to linger, or inspire them to make rapid purchasing decisions. Plus, discover a list of expertly-chosen songs designed to set the mood in your store.

The impact of music on shoppers

The practice of curating an environment to influence behaviour is called “atmospherics”, a term coined by business professor Philip Kotler in 1973. According to Kotler, a retail store’s atmospherics can have more of an impact on sales than the actual products on display. Plus, it can even help to attract and maintain a targeted customer base.

Countless other studies have been carried out in the decades since, supporting the finding that the music played inside a shop influences purchasing behaviours. The short version is:

  • fast music makes people move more quickly through a store, and they end up buying less; and

  • slow music makes people move more slowly through a store, and they end up buying more.

In fact, one landmark study found that sales were 38% higher when stores played slow background music. Yet there’s more to curating the perfect playlist than tempo alone — and it has a lot to do with your customers’ mood.

Classical music, for example, has been shown to steer shoppers towards more expensive bottles of wine (even if those shoppers have no experience buying wine). A similar study found downtempo songs in a minor key boost sales at supermarkets, while another found country music directs shoppers towards utilitarian products — and away from splurge items.

Big businesses are heavily investing in their playlists

International luxury retailer Harvey Nichols has invested heavily in its own playlists, enlisting the services of Music Concierge, a music consultancy, to curate custom playlists for the perfect in-store shopping experience.

“From our research what we know is that if we create the right atmosphere visually, from a scent point of view and music point of view, then customers will stay longer,” says Shadi Halliwell, Harvey Nichols’ marketing and creative director.

“If you increase the dwell time then you are going to increase sales.”

It's becoming increasingly common for brands to seek professionally designed custom playlists to influence customer behaviour. Other custom playlists from Music Concierge can be heard wafting through Clairdge’s hotel in London, the Yas shopping mall in Abu Dhabi and Cathay Pacific’s executive lounges, for example.

Retail giant Adidas has taken things one step further, teaming up with Record-Play to research and uncover music from underground artists before it’s even released to the public. Every month, each Adidas Originals store receives a new playlist of fresh tunes — enticing target customers off the street to hear more.

There’s no question about it: music has a powerful effect on human psychology, offering retailers the potential to alter customers’ mood and produce corresponding changes in purchasing behaviour. Create the right atmosphere, and chances are they’re more likely to spend.

How to hit the right note with your customers

Larger retailers are paying experts big bucks to harness the mood-changing power of music to improve their bottom line, but that doesn’t mean you have to break the bank to achieve the same outcome. Here are the 4 important things to consider when making your track selection to encourage customers to linger for longer, and spend more.

Tempo

The tempo of a song is the speed at which the music is played. The fewer beats per minute, the slower the tempo will feel. The more beats per minute, the faster the tempo will be.

Humans begin processing tempo early in life; children are taught to clap their hands to a beat from the time they can crawl. As a result, the physiological effects.) of different musical tempos are well known: faster tempos evoke positive emotions like excitement, happiness and delight, whereas tunes with a slower tempo tend to evoke feelings of sadness and gravity.

What’s more interesting is the subconscious reaction shoppers have to different tempos: the quicker the tempo, the quicker shoppers move through a store. On the other hand, slower music leads to slow-moving, lingering shoppers who spend more time discovering and interacting with a higher number of products in more detail — thus increasing the likelihood of a sale.

Key

A musical key is a collection of notes that make up a piece of music. Songs can either be composed in a major or a minor key, or a mixture of both.

Songs written in a major key (Beyonce's Halo and The Beach Boys' Good Vibrations, for example) tend to sound joyful and bright, while minor keys are often used in sad and melancholic music (think Stairway to Heaven by Led Zeppelin, Hotel California by The Eagles, and Wonderwall by Oasis).  However, there is no hard and fast rule. Many pop songs are written in a minor key — Happy by Pharrell Williams and Just Dance by Lady Gaga are two examples.

So, what’s the best key for boosting sales at your business? It depends on what you sell. For example, a 2011 study found that songs written in a minor key help boost supermarket sales — especially when the songs were also downtempo. In other words, shoppers spend more money on groceries when slow, sad songs are played in the background — 12% more than when sad but fast songs are played, in fact.

It’s important to remember that key is just one element of a tune, and needs to be considered in tandem with other musical elements.

Volume

One of the earliest studies on the impact music has on consumer behaviour took a deep dive into volume specifically. Unsurprisingly, the study found shoppers tend to pass quickly through stores that play loud music, and take their time passing through stores that play music at a softer level.

Yet researchers found no difference in the amount of money customers spent in either scenario — indicating volume affects the pace at which customers shop, but not their proclivity to spend. So, if your retail store has limited floorspace, strategic use of loud(er) music may help to move customers through your store more quickly — without impacting sales volume.

Genre

The key, tempo and volume of a tune has an impact on consumer behaviour — that much is clear. However, your target customers' own musical taste could be just as (if not more) important.

Although the findings of dozens of studies have increased our understanding of the ways in which shoppers respond to different music, what works in one store might not work as well in another. It’s important to keep your customer at the heart of every decision you make.

At the end of the day, the genre of music you choose may be more important to your specific customers than anything else. For example, if your target customers are young women seeking the latest fashions, you will likely want to play current pop songs — regardless of whether they are written in a major or a minor key. Another retailer might choose reggae, or rock, or Celtic.

Still not sure where to get started? Keep reading to discover some tried-and-tested songs to set the mood at your retail store.

Your business's musical cheat sheet

Creative Director and Founder of Music Concierge Rob Wood suggests the following tracks for setting different moods.

  • For a luxurious and elegant feel — Lujon by Henry Mancini

  • For a quirky and intriguing vibe —  Change of Heart by El Perro Del Mar, and Under the Sun by Mark Pritchard

  • For hip and fashion-forward brands — Am I Wrong by Anderson Paak

  • To set a traditional and classic mood — If The Stars Were Mine (Orchestral Version) by Melody Gardot

  • To soothe and invite customers to linger — Opus 35 by Dustin O’Halloran

  • To energise and encourage customers to move at pace — Mrs Robinson by Paul Desmond, Tahabort by Imarhan

Looking for something to play this December? Check out the Zeller Christmas Playlist on Spotify — a curated list of festive favourites, sure to hit the spot in the busy lead-up to December 25.

Dozens of studies all point to the same conclusion: selecting the right music can boost sales. Think of music as another tool you can use to achieve business objectives — just as you would with lighting, or style of customer service. Curate your in-store playlist in a way that aligns with your business’s brand as well as your target customers’ taste, and you’ve created an atmosphere that will drive more sales.

6 Signs You’re Ready to Grow Your Business

Thinking of scaling up? Give your business the best chance of success by timing it right. You run a business. You’ve got customers, and your product or service keeps them coming back. At this stage of your business journey, your challenge shifts. Where once you were striving to make your business viable, you are now working towards making it profitable and sustainable. This next phase of growth is both exciting and risky, so it’s important not to rush into it. Read on to learn the six signs you’re ready to take the next step. 1. You have positive cash flow. Cash flow is the make or break of any business. It’s what ultimately determines whether a business can grow sustainably, or whether it is destined to fail. Ensuring there is more money flowing in than is flowing out, is the number one most important thing you can do before deciding to expand your business. Healthy cash flow is intrinsic to growth for a number of reasons. Expanding your business inherently involves risk – whether it’s through hiring more employees, investing in a large piece of equipment or machinery, or opening a new premises – having healthy cash flow will help mitigate this risk. It will give you a financial buffer that can help you absorb any setbacks or unexpected costs associated with your expansion plans. Similarly, having positive cash flow will give you the ability to take advantage of opportunities when they arise. If a lucrative client contacts you for an ongoing partnership or requests a significant quantity of your product, your ability to take on this new customer is entirely tied up in whether or not you can afford it. Even though it might be tempting to take on larger clients or jobs, if you do not have the cash on hand to deliver the product or service, it could put your business in a perilous situation. Having positive cash flow is the key that unlocks future growth opportunities. Don’t try breaking down the door without the key. 2. You have a reliable team. Your business is only as strong as the people in it. If you plan on expanding your operation, it's paramount that you have a trustworthy team who will support you in the process. Ask yourself: are they reliable? Are they passionate? Are they knowledgeable? Are they driven? If you have more than one employee, do they work well together? Additionally, it’s important that you have a healthy work culture within your business. Ensure your employees feel supported and respected, talk to them about your expectations, their ambitions, and most importantly, ensure you are paying them correctly (if you’re not sure, read our guide to the minimum wage in 2024 . Think about how the growth of your business might offer them opportunities to up-skill, gain responsibility or earn more. It’s essential you have buy-in from them before you start executing the growth plan. However you intend to grow your business, there will likely be a heavier workload – whether it’s answering more customer queries, handling higher production volumes, or managing additional sales channels. A team that already has experience and knowledge will be much better equipped to absorb this increased load. 3. You have business savings. Whether you plan on taking out a loan to finance the next stage of your growth, or whether you intend on funding it yourself, you’re going to need some savings to back you up. Adding funds to an interest-bearing savings account is a simple way to earn some passive income that can be invested back into your business. Additionally, having some business savings also improves your position to borrow. In ascertaining your credit rating, a lender might assess your cash flow and your cash on hand, so having a savings account can assist in providing this context. Importantly, having a cash reserve will also act as a safety net in the event that your growth strategy doesn’t go quite according to plan. If COVID-19 taught us anything, it’s that you never know what’s around the corner. As you take on more risk in this next phase of growth, it’s important to have a cash buffer that your business can use through unforeseen expenses. * Terms apply. 4. You have a loyal customer base. Before you go looking for more customers, you need to nurture those that you have. Remember, it’s much easier to re-engage an existing customer than it is to find and convert a new one. Your existing clientele is already convinced of the quality of your services or products, and you already know and understand their purchasing behaviours. As you execute your growth strategy, ensure your customer service is not compromised in any way, you cannot risk losing your loyal customers. They are, after all, the driver of your cash flow as well as your best sales representatives. Before you roll out your growth strategy, seek your customers’ feedback. Positive testimonials will help give your business legitimacy and will help convert new leads as you expand your operations, while negative reviews can help you identify shortcomings that need to be ironed out before you expand. 5. You have an opportunity. One of the biggest indicators that it’s time to scale your business is the presence of an opportunity. This may take the form of a partnership proposition, a new high-volume client, entry into a fresh market, or a gap in an existing market, for example. If you own a clothing store, you may decide to stock additional sizes. If you run a restaurant, you might explore the opportunity to rent a market stall outside of your local area and increase awareness of your brand. If you own a beauty salon, you might employ a technician who can offer an additional service. Whatever shape or size your opportunity takes, it must align with your business goals, resources, and capacity for growth. When evaluating the opportunity, conduct thorough market research, analyse potential risks, and project the impact on your operations. The goal is to be able to effectively capitalise on the opportunity while maintaining business as usual for your existing clients or customers. 6. Your operations are efficient. Before you expand, you need to know that your resources are being used efficiently. If your business is leaking money, it’s very important to find the cracks before you take on more work or more employees. When operations are optimised, unnecessary time and money are saved. Conversely, if your business expands before it has streamlined its processes, the growth can further exacerbate inefficiencies, leading to increased costs and reduced profitability. The best way to assess efficiency in your business is to follow the money. Every expense needs to be traced. If you find you’re spending too much on staff, ask yourself what new processes you could put in place to help your employees do their work faster, and in turn, reduce your labour costs. Analysing sales data can help you recognise patterns that can inform when you need more or less staff on the floor. If you’re spending too much money on bank fees, it might be time to consider an alternative EFTPOS provider or whether surcharging is right for your business . If you can’t keep up with what your team is spending, an expense management system will help ensure budgets aren’t exceeded and that money isn’t being wasted on unnecessary purchases. Zeller can help. From accounting tools to POS software, and content management systems, there is plenty of technology available to automate or simplify processes and make your operations more efficient. Zeller is one such service that helps business owners manage their money. An alternative to your traditional business bank, Zeller helps you monitor every cent that flows in and out of your business – from accepting payments to storing funds and paying for expenses. Everything can be tracked in real-time via an online dashboard or Zeller’s mobile app – an important feature that will prove essential when tracking the success of your growth strategy.

How to Build a Community on Instagram

Growing an active, engaged online community is a tried and tested way to drive customer loyalty and increase revenue. To say that Instagram has the potential to drive business revenue would be an understatement. While it’s true that an engaged online community typically translates to dollars in the real world, the benefits go far beyond that. As restrictions and social distancing measures continue to pervade many aspects of our daily lives, the ability to reach your business’s intended audience online — while facilitating meaningful exchanges — is critical to achieving growth and forging deeper connections that bring customers back to your business again and again, and attract referral business. Read on to discover 5 tips to build a strong Instagram community. 1. Ask followers for their opinion as consumers Growing a strong community isn’t just about sharing your business’s story. Creating opportunities for your audience to speak up is equally as important. You can do this by using polls or directly asking questions on your stories, Instagram Lives, or posts. For example, if an apparel retailer decided to release a new colourway of their best-selling jumper, they could ask their Instagram community what colour they would buy. Tapping into your Instagram followers in this way gives you a snapshot for what your wider customer pool wants to see in-store. Plus, by deferring to your followers about what they want or like, they will be more invested in your brand and develop a deeper sense of loyalty and trust. Make sure to reply to your followers' comments and messages as much as possible, even during busy periods. Your interaction with them will make them more likely to engage with you regularly and become active members of your Instagram community. 2. Host an Instagram Live Hosting a Live on Instagram is a great way to show an authentic side to your brand and connect with your community in real-time. During the first of the COVID-19 lockdowns, Instagram Live views spiked , doubling in reach and proving the value of building an online community and forging meaningful connections. Pique your audience’s interest with content that is helpful in nature, rather than purely promotional. Content should be complementary to your products or services, without appearing like a sales pitch. For example: a plant nursery could teach followers how often to water common types of houseplants a restaurant might host a live cooking demonstration of a simple recipe viewers can make at home a bar owner could share how to make a seasonal cocktail an apparel retailer could explore different ways to build a capsule wardrobe a gift shop might walk through the steps to wrap presents at Christmastime Consider collaborating with like-minded brands on Instagram Live broadcasts, as this can increase your reach and strengthen your community too. 3. Make your brand values known Incorporating your brand values into your social media strategy is a surefire way to reach a demographic that aligns with your brand mission. For example, if your business sells locally-made or environmentally-friendly products, you might champion these lifestyle choices on Instagram to draw more eco-conscious consumers into your community. You might do this by sharing tips to become more environmentally conscious, such as upcycling clothing. Alternatively, you could promote a social cause you believe in and reach people who also hold the cause close to their hearts. As a retailer, that cause might be a clothing drive to help people experience hardship to get back into the workforce — such as Fitted For Work or Ready Set . 4. Develop a user-generated content strategy User-generated content or UGC is content created by consumers, not brands. This Instagram strategy can help businesses grow an engaged and lively community rapidly; it’s essentially free publicity to your followers’ own network. When users share a positive story about your brand’s products and services with their audience, it creates an authentic connection and acts as a soft introduction. The content may be a photo, a video or even a review and can include a brand-generated hashtag. You can then share this content on your business’s platform to boost credibility with your audience. One technique to get your members creating more user-generated content regarding your brand is to host a regular contest with giveaways and a specific hashtag attached to it. Asking your Instagram followers to tag their friends in these posts is another effective way to drive follower growth quickly. 5. Give back to your community Rewarding your community with giveaways, loyalty programs and discounts is a way you can thank your followers for their loyalty and engagement. For example, a hair salon could offer customers who mention their Instagram campaign a 15% discount on a haircut and colour. Another way to give back is by donating a certain percentage of your sales to a social cause. This gives your customers a sense of contributing to something larger than themselves and helping others, which can be very rewarding. Ready to get started? As you begin to build your Instagram community, you will figure out what strategies work best for your brand, what your followers enjoy seeing and how they like to interact with your business. The key to a community-minded approach is to be present and regularly post fresh content. A local business doesn’t need to have a huge following to reap the benefits. If followers are loyal and engaged — business profits will show it. Don’t forget to remain authentic each step of the way, so you continue to attract the people who align with your business. Sign up to our Business Blog for more tips to improve your online presence and drive more foot traffic to your business.

How to Make TikTok Work for Your Business

When it comes to mastering a new social media platform, there’s no time like the present. TikTok isn’t merely an infinite source of entertaining videos. In the right hands, it can be a powerful business tool to grow your customer base and increase profits. The trick is knowing how to make the app work for your business. No matter your business style or type, there’s a TikTok community already waiting for you — whether your goal is to reach new customers, drive product sales, or simply learn how to grow your business. With lockdown freeing up more time for business innovation and future planning, there’s no time like the present to make your first video. Keep reading to learn why TikTok should be part of your marketing strategy, discover how Zeller merchants are using it to drive more foot traffic to their brick-and-mortar locations, and get some ideas for your first video. What is TikTok, exactly? For those unfamiliar with the platform, TikTok is a mobile phone app that houses an endless stream of short videos. When you first download the app, you’re served a random hodgepodge of videos based on a combination of factors — including interests you express as a new user. The more videos you watch, the more the app’s algorithm tailors your feed to feature videos that reflect your interests. Say you spend more time on average watching cooking tutorials and, conversely, quickly scroll past dance clips. In this case, you’ll soon see more of the former and a lot less of the latter. That’s what makes TikTok such an addictive platform — it feeds the user a curated feed of content, in a seemingly endless loop. The ability to reach a hyper-relevant audience is what makes TikTok such a powerful tool for businesses. Can it really help grow business? Amassing more than 2.6 billion downloads across the globe, it’s safe to say that this social media platform is one of the most popular apps in the world. TikTok users typically whittle away nearly an hour a day on the platform, meaning there’s of plenty opportunity to catch their attention with strategic and engaging marketing. For the staff of Leaf Cafe in Orange, New South Wales, creating TikToks was a way to pass the time and keep morale high during lockdown, when foot traffic was low. However, it didn’t take long for the true benefits of TikTok to be realised. “At first, it was just a bit of fun — but being on TikTok is actually helping bring in new customers,” says Leaf Cafe manager Lizette Mendigorin. “The other day, a customer visited the cafe because she saw our videos. She said they put a smile on her face, and wanted to tell us. It’s nice to know we’re making other people happy." “Our videos are also helping bring back our old customers, who assumed we were closed because of the lockdown. When they visit the cafe, they tell us they knew we were open because of our videos. It’s increased our sales, and motivated our staff to keep making more,” she says. Fluent Store owners Esha Watt and Logan Nikora knew their target market — sneakerheads — would be on TikTok, and used the platform to create hype around their grand store opening. In their own words, “it blew up like crazy!” Although the impressive sneaker display and highly coveted products are the obvious heroes of Fluent Store's TikToks, it's not all marketing content. Some of the most popular videos Esha and Logan have created showcase a typical day in the life of small business ownership, and boast tens of thousands of views. By using localised hashtags, such as #perth, #perthlife, and #perthtodo, Esha and Logan have put Fluent Store on the map for tourists and locals alike, while simultaneously engaging in the small business community. How to build a strong business presence on TikTok Establishing a presence on TikTok is as simple as downloading the app from the App Store or Google Play Store and creating an account. From there, have some fun exploring everything the platform has to offer — then follow the below steps to drive more customers to your business. Understand your audience TikTok was dubbed the most downloaded app in 2020. Available in over 150 countries, there can be little doubt as to the potential this app holds for businesses wanting to break into new markets and expand their customer base. But who are the most frequent TikTok users? According to Roy Morgan , women and girls make up over 60% of TikTok users in Australia. But in terms of age, it’s the younger users who are burning the most hours on the platform. In fact, more than a quarter of Generation Alpha (aged 15 and under) have TikTok accounts. Coupled with Generation Z (those aged between 16 and 30), the two cohorts make up over 70% of the app’s Australian user base. That’s not to say your TikToks won’t reach a different demographic of audience. If you use niche hashtags and create content that is hyper-relevant for a particular type of person, you’ll soon find your perfect customer. Watch TikToks One of the best things you can do when starting out is to watch a few TikToks — familiarise yourself with how the app works, how the algorithm operates, and what’s trending at the moment. Get a feel for what kinds of videos are being produced, and which ones are getting the best engagement. Which songs are popular? Which filters are viewers loving? Take note, because it will help you create your own cut-through content later on. Find and engage in your TikTok community Not only is it important to publish relevant content, but it’s also equally important to create and engage in your community. This means following and engaging with accounts in the same or complementary industry. Be sure to like, comment and converse with people who show interest in your videos, and in the same vein, make sure you interact with other people’s videos too — that’s what boosts brand sentiment. You should also spend some time searching for competing businesses and market leaders on TikTok, as they can give you inspiration for your own videos. Create your first TikTok Don’t overthink it. Once you’ve watched a few examples, try creating your own. At this point, it’s important to keep in mind that the success of your video will largely depend on how entertaining it is, so try not to go too hard with the sales pitch — as audiences might lose interest and start scrolling. Simply hit the ‘+’ button at the bottom of the screen, and tap ‘allow access’ to allow both your camera and microphone to record. From there, hit the red button to start recording. You can add filters, effects, and stickers — and even put a music track behind your clip, thanks to the Apple Music integration. When it comes time to post your clip, make sure you add relevant hashtags to ensure your video reaches the right audience. Do some research to see what your target audience is clicking on, and discover hashtags that relate to your business. 5 TikTok ideas for your business Ready to make your first TikTok video, but wondering where to start? Here are some ideas to get those creative juices flowing. Create a ‘meet the team’ post that introduces your brand, mission, and staff. Make sure you give it a soundtrack that captures the essence of your business. Host a behind-the-scenes walkthrough of your workplace. If you run a hospitality business, this is a great opportunity to showcase your meat drying chamber or next-generation coffee roaster, for example. If you sell products, you could record your products being lovingly packaged. What’s your start-up story? Is there anything you learned along the way that could help other would-be business owners? If so, consider sharing your brand’s origin story. If you’ve received any powerful testimonials recently, you could repurpose them into a video by inviting the customers to share a few words about their experience. If your business has a corporate social responsibility strategy – share it. Customers are becoming increasingly perceptive when it comes to what they’re buying, eating, and the businesses they support. If you’ve got any sustainable or ethical initiatives, share them with the world. Whatever you choose to post, remember that no matter how much time and money you put into planning, strategising, creating and sharing content, it’s never guaranteed to go viral. Video popularity is often completely unpredictable. What you can do is ensure you understand your target market , create authentic content, and remain active. All of these ingredients will put you on the path to TikTok success. At this point, it’s also important to note that TikTok isn’t for everyone. Before investing resources into the platform, think about whether or not your target market uses the app. That said, you can be sure most people have some extra time on their hands in lockdown. So, have some fun, connect with customers, and get ready to present your brand to the TikTok world. Now you’ve got the knack of TikTok, it’s time to master the entire marketing ecosystem. Sign up to our Business Blog to cash in on valuable insights sent straight to your inbox.

What’s the latest?

Fresh resources, offers and updates in your inbox every month, to help your business succeed.