The world of both gastronomy and retail is dynamic and highly competitive. An often underestimated aspect that significantly influences customer experience and behavior is music. This is where psychoacoustics comes into play – the science of the perception and effect of sound. By strategically using background music, businesses in these sectors can create an atmosphere that enhances both the customer experience and business outcomes.
Music is a universal language understood across cultural and linguistic boundaries. It consists of a harmonious combination of sounds, melodies, rhythms, and lyrics that together evoke emotions and tell stories. Whether in the form of a soothing classical piece, an engaging pop song, or a dynamic jazz arrangement, music has the unique ability to influence emotions and moods, trigger memories, and connect us. In a café, an upbeat playlist can increase the energy in the room, invigorating the clientele. In a restaurant, soft, relaxing music can create a cozy and calm atmosphere, encouraging guests to linger and order more. Hotels can enhance guests’ stays through carefully selected music, fostering positive associations and repeat bookings.
Changing customer behavior with high-quality speakers and subwoofers
The use of appropriate speakers (and subwoofers!) plays a crucial role in achieving the desired psychoacoustic effects. High-quality speakers provide clearer and fuller sound, allowing music to be enjoyed at a pleasant volume and with optimal fidelity.
In a retail store, well-chosen music played over high-quality speakers and subwoofers can enhance the shopping experience. Customers feel more comfortable and spend more time in the store, potentially leading to higher sales.
“Wer Wein aus einem Pappbecher trinkt, kann auch Musik über die Lautsprecher seines Handys hören.” – Dietmar Leitner
Bass, better, best
Subwoofers are also important as they ensure that the lower frequencies are well represented, which is particularly important (but not only) for modern music, making the overall soundscape richer and more appealing. Even Mozart is said to have repeatedly emphasized the importance of bass.
Studies on the effects of background music
Studies on the effects of background music have shown that it can significantly influence customer behavior and well-being in various environments. Decades ago, attempts were made to measure this influence: a 1982 study in the USA examined the impact of music on shopping behavior in a supermarket. It was found that slow music extended the customers’ stay and increased sales by about 38% as they shopped more in a relaxed atmosphere.
Another study in the late 1990s in the UK showed that the type of background music influenced the choice of dishes in restaurants. Classical music led guests to choose more expensive dishes, increasing sales. In France, a study in a wine store found that French music increased the sale of French wines, and German music increased the sale of German wines, highlighting the strong association between music and product choice.
Concrete impacts on customer behavior
80% of customers double their stay: Studies have shown that pleasant music extends customers’ stay. In a restaurant, this can lead to higher orders and, thus, higher sales.
75% of visitors spend more money: In a retail store, appropriate music can enhance the shopping experience and increase the likelihood of customers buying additional items.
85% of customers feel good through music: The type of music and the quality of playback can positively influence the perception of a brand. Music played through high-quality speakers creates a professional and high-quality ambiance, strengthening the brand image.
Conclusion
The strategic use of music, considering the principles of psychoacoustics, can significantly enhance the customer experience in gastronomy, hotels, and retail. High-quality speakers and subwoofers play a central role by ensuring that music is reproduced in the best sound quality. This leads not only to more satisfied customers but can also positively influence purchasing behavior and thus increase business success.
Music is more than just background noise – it is a powerful tool that, when used correctly, can work wonders for the customer experience and, consequently, sales growth.