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Thomas Lidy: “It’s a European initiative, and it is a very interesting blend of technical partners research partners and music industry partners”.
Supermarket customers can deconstruct the soundscape and isolate elements that provoke different emotional reactions. However, the effect of music in supermarkets remains marginal, perhaps only affecting a very small number of consumers, or in fact having no effect at all.
ABSTRACT
Retailers use music in the service environment to try to change consumer behaviour with a view to increasing spend, or improving consumer mood. Previous research has largely focused on music but ignored the effects of other noises within a servicescape: yet all noises can impact consumers’ affective states, and their behaviour.
This study examines the role of both planned and other sounds within the supermarket environment. In particular, this study investigates the cognizant and emotional reactions of supermarket customers, and explores their shopping intentions in the context of shoppers’ understanding of and reaction to the sounds they perceive.
Awareness of sound
Not all respondents were aware of music as a sound within the store. Customers were aware of planned sounds that had a purpose within the soundscape, such as barrier alarms, tills beeping and music. Various machine noises were described, such as till noises: “the voice of the self-service”, heating and security alerts.
Staff were exposed to the same range of sounds as customers in the servicescape and indicated cognizance of these. In addition, staff were more acutely aware of sounds specifically intended to aid their roles, such as oven timer alerts, security barriers, staff announcements and breakages. Staff relied on sounds for task completion.
One manager reported that the music was used to meet customer expectations:“they like to hear something in the background”. The other manager was clear that music was intended to appeal to a particular demographic, and therefore that the use of music was strategic marketing, yet was unaware of the requirements of different demographics or the music being played in store at any one time.
Human sound = negative reactions.
Music = positive reactions.
Sound and mood
A minority of respondents appeared to enjoy music as an aspect of the soundscape, but there was no overall perceived impact on mood. Overall, shoppers felt that music within the servicescape made little or no contemporaneous impact on their emotions, and only a small minority of shoppers were even aware of the music at all.
Sound and time spent in store
More customers reported spending longer in the store than intended, than those who spent less time than intended the current research, however most attributed this to factors other than sound.
How to conduct similar music research for your brand
Is music in supermarkets just a distraction for the loud noises?
Customers
Staff
Managers
Thomas Lidy: “It’s a European initiative, and it is a very interesting blend of technical partners research partners and music industry partners”.
Atmosphere is a two-sided platform that connects retail/hospitality businesses with ‘curators’. The business model allows for joint profitability, as it enables businesses and curators to interact to create value together and
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https://youtu.be/4ote-olSsB8 Ola Sars and Paul Stuarts presentation starts from 44:00. Summary: – The global music market is transitioning onto the streaming model.– B2C has lead the wa with 347 million paying
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