
Choose between the store employees’ happiness of influencing the in-store music, or losing sales?
Sven-Olov Daunfeldt : “For instance the music preference of the employees were really not in line with the music of the brand identity”.
What a milestone! Our music research has been accepted to Journal of Retail and Consumer Service. Co-authors Sven-Olov Daunfeldt, Christina Öberg & Niklas Rudholm and thanks to Filippa-k and Soundtrack Your Brand
The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. Conducting a large-scale field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owners to give employees more opportunities to influence the in-store music. The experiment lasted 56 weeks, and the stores were randomly assigned into a treatment group and a control group, with the employees in the treatment stores having the opportunity to influence the in-store music through an app developed by Soundtrack Your Brand (SYB). The results from the experiment show that sales decreased by, on average, 6% in treatment stores when employees had the opportunity to influence the music played in the store. Interviews revealed that employees frequently changed songs, preferred to play high-intensity songs, and had diverse music preferences that were not congruent with the brand values of the company. Our results thus imply that employees choose music that suits their preferences rather than based on what is optimal for the store, suggesting that store owners might want to limit their opportunities to influence the background music in stores. Keywords: Background music; Brand-fit music; Music tempo; Consumer behavior; Job satisfaction; Atmospheric cues; Work environment; Field experiment
Sven-Olov Daunfeldt : “For instance the music preference of the employees were really not in line with the music of the brand identity”.
Kevin Perlmutter: “I learned a lot about the power of emotion, I learned and became more disciplined in the idea that you can create strategy through the lens of how you want people to feel”.
“Educar a las empresas, marcas, arquitectos e interioristas en cómo diseñar espacios para nuestros oídos y las emociones que evocan los ambientes es fundamental para mejorar el bienestar y productividad
The global music industry is losing out on billions each year because of small businesses misusing personal streaming services, according to a new report. The study, conducted by Nielsen Music and published via licensing
Feel free to visit my social media pages and don’t forget sharing is caring. Thank you!
i@jasminemoradi.com
© 2020 Jasmine Moradi. All rights reserved.