So; they have got their positioning spot on, I buy into their values and personality whole heartedly, I love their visual imagery and they stand out on the high street. What fantastic retail branding! Totally aligned, I salute thee brand and my custom is your reward.
But then I cross the threshold to get my new pair of skinnies and my ears are met with a cacophony of repetitive bish bash crash and smash music. It can be shopping hell, especially on a bustling lunchtime or a swarming Saturday! Its not that I am old and grumpy, I am in my 20s and I often shop with my ‘right on’ teen sisters (I am one of 6 girls!) and they agree.
It is not as if music isn’t even important. Numerous studies show music can affect consumer behaviour indicating negative links between high music volume and shopping time. One study found in department stores playing Top 40 Chart music, over 25’s shoppers perceived that they’d spent longer shopping than they actually had.
Research findings also suggest that listening to classical music can decrease tension even in those for whom classical music is not their preferred genre. I for one am much more likely to give my precious time & cash when in a calm environment.
Some shops spend millions on getting their brands right and then hand over music selection to someone who simply isn’t aligned. Sometimes I get the impression that the music choice is down to what the duty manager fancies listening to rather than part of the company’s effective brand alignment.
Yes, yes I know that many of these shops are targeted at the teen market and that they may argue that playing pop music in their stores is aligned to their brand but in doing so they may be having a negative effect on the customer experience.
It seems to me that when it comes to delivering their values and positioning through their music, many shops are simply out of tune.
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