But, in the largest study of its kind and the first developed for a specific brand, researchers from the Swedish Royal Institute and the Spotify-backed start-up, Soundtrack Your Brand, found that playing songs like Ed Sheeran’s Shape of You, increase customer’s spending by 9.1 percent.
The study curated a bespoke playlist for an unnamed American burger chain in Sweden and found that when the playlist was aired in the restaurant, sales of burgers went up by 8.6 percent, chips by 8.8 percent and desserts by 15.6 percent.
Speaking about the findings, Soundtrack Your Band CEO Ola Sars told The Guardian: “We’ve spent four years developing an advanced method called Soundscan, used in this research and in all our curation efforts. Until now, streaming hasn’t crossed over into background music, which has become a fairly broken market.”
Consumer behaviour expert Phillip Graves explained: “”Music triggers associations in our brain. The way in which we process our environment is primarily unconscious. What gets passed through to us is a feeling, and that feeling is then misattributed to the thing we are looking at.” The result? “We like that thing more.”
The “millennial-targeted” selections on the playlist which greatly influenced consumer spending included Sheeran’s recent number one single Shape of You. New Zealand band Yumi Zouma, on the other hand, were deemed to be “simply too pale” because their music was too down-tempo.
Source: Independent
Ola Sars: “Obviously I couldn’t enter into the creative side of music industry, but I could enter into the business side of the music industry and into the tech side and that’s what I did with my first startup in the music space”.
Kevin Perlmutter: “I mean as it relates to audio branding I think it’s becoming more and more popular brands are starting to realize that the sound that their brand makes is important, and it definitely affects people at an emotional level whether you are planning what that sound is or it’s just happening”.
Na verdade, a música nas lojas de varejo é muito mais importante do que se pensava anteriormente. E é tão importante para obter a música quando você inicia um negócio como quando você
“What Are You Doing the Rest of Your Life?” is a song with lyrics written by Alan Bergman and Marilyn Bergman and original music written by Michel Legrand
My expertise is to understand, “What makes your customers tick?” With one foot in the research world and one in the business world, I focus on growing competitive advantages with the power of scientific measurements and content marketing.
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