Every retailer tries to employ new and relevant methods to improve customer loyalty and increase sales. Many times shop owners start the process of creating, improving or remodeling their store by working with a store designer to improve traffic flow, lighting, colors, finishes, fixtures, merchandising etc. Though these elements are important, music can also be one of the most effective tools in any retailer’s arsenal when it comes to improving profitability and customer experience.

Research has shown that in-store music influences customers from the moment they walk in your door. It connects to a person’s emotions and can be used to relax, excite, entertain and motivate a shopper while adding value to your store’s brand. Further, music can have an influence on sales by increasing “stay time” and slowing down the pace of travel throughout a store, potentially increasing the amount of money a person will spend during their visit.

This study by Michael Morrison of Monash University in Australia presents case studies on the use of in-store music by several international brands. His critique of various retail environments from Abercrombie & Fitch to Borders Books demonstrates the importance of not just having music in your store, but making sure that the music you choose is representative of your customer’s tastes and the overall image you want for your brand.

Of course, there are critics of in-store music. Some warn of music so loud or so out of synch with the customer demographic that shoppers leave early. Target stores refrain from using music because they feel that it gives customers a way to determine just how long they have been in the store, causing them to leave earlier then they would have otherwise.

As a store designer and planner, my personal experience is that those of my clients who pay attention to the music used in their stores feel that they have increased sales and customer satisfaction. I encourage my clients to work with an experienced music provider to develop a program that works for their retail environment. Here are a few of those providers whose websites you can review:

http://www.muzak.com
http://www.dmx.com
http://www.creativeretail.com

Take some time to think about your customer base and your brand image and how music could be employed to enhance the overall success of your store. You just might have your cash registers singing right along with your customers.