Companies invest millions in their visual identity programmes and hire consultants to get full control of how their brands are communicated to their customers, motivated to build the right brand image and gain competitive advantages.
At the same time, these companies play random background music in their stores. They use old CDs or private
playlists that are often completely unrelated to the company's identity.
Why is the background music so often overlooked as part of the brand strategy, when the in-store environment is where customers are at the center of the brand experience?
- Customers spent around 42% more time in the store when any kind of music was playing
- Customers stay only 1.6% longer in the store when the music was chosen to fit the brand, and not random
- But sales increased by an average of 37% when brand fit music was played instead of random music
Over 600 observations and 200 questionnaire responses revealed that the brand fit music increased customers' overall satisfaction with the in-store experience, improved their perception of the physical space, and reinforced positive associations with the Gant brand - all of which translated into higher sales.
Read the full report here
