How brand playlists affect our buying decisions?

What kind of music is used in the target industry to influence our purchasing decisions:

Auto dealers

People buying expensive cars are used to comfort. They contemplate a purchase and realize its emotional benefits. For example, Lexus showrooms play lounge and jazz music, sometimes vocal pieces. This is calm “contemplative” music. These sounds make you want to relax, drink coffee in a soft chair and enjoy the atmosphere of luxury, slowly touching the car interior and listening to a sales assistant who is also in no hurry.

In the car release room, the tempo accelerates: the direction remains the same, but the music becomes fast-paced. This encourages the customer and manager to quickly complete the transaction. If music tempo is 80 BPM (very slow) in the showroom, then in the room for transactions it ranges from 80 to 100 BPM (slow and medium rhythms). However, this choice of musical pieces is not suitable for every car dealership.

«For example, Toyota's target audience is mostly young people, so this brand has soft house music in the car release room. These are pulsing, youth-oriented dance tunes.»

Electronics shops

Considering that quite a lot of people visit electronics shops, and they need a lot of time to contemplate their purchases, and there are not many sales assistants there, both customers and sales assistants need to be motivated to move faster. Slow tunes are not for retailers: customers will stay longer near the shelves, and sellers who work all day will get bored or even will let their guards down. For example, the main music in “Key” shops is a mix of soft rock and lounge, sometimes including pop songs. The average tempo is from 100 to 120 BPM: rhythmic tunes with a medium and fast tempo.

These pieces are not hits, but they have a fashionable and modern sound. Its rival, “re: Store” plays pop and RnB. This music is always new, not older than 2017. These tunes have been selected by a strategist: the products in the shop are constantly updated: Apple releases new items - not necessarily hits, but trendy things. “Re: Store” should always reflect the hottest trends, both in products and in music.

Perfumery stores

The chain store “L'Etoile” creates a comfortable atmosphere, stimulating customers to engage in pleasant and emotional shopping. They play positive calm music: indie pop, tracks without changes in tempo, volume, genre or mood. The average tempo is 100-120 BPM: it's pretty vivid and bright, sometimes even fast. When there are a lot of customers, the pace is accelerated to avoid “traffic jams”.

«An example of another playlist can be found in the perfume chain store “Smile of a Rainbow”: foreign pop, from calm to groovy dance pieces. In this shop people buy regular goods which they often use, and rarely try new items or expensive fragrances. The shop focuses on a permanent audience, accustomed to music broadcast by FM-radio stations. Therefore, they periodically play radio hits, which is not common for “L'Etoile”.»

Grocery stores

Foreign hit pop music broadcast by radio stations is the basis of the music tracks played in the supermarket “Lenta”. They play songs popular in the 1990s and 2000s. The core of the target audience of “Lenta” prefers these hits, and favourite music is equal to comfort, because it forms an association with what is “habitual, familiar and positive”. To increase the number of customers in the hypermarket and reduce waiting in the queues, the songs are selected at a fast pace, particularly 120 BP. And the customers, adjusting to the rhythm of music, move around the shop faster.

Customers of “Alphabet of Taste” are completely different. They are lovers of good food and appreciate the details, with high self-esteem and strict requirements regarding service. This store plays quiet, leisurely tracks, particularly ballads and jazz.

Zara Clothing Shops

Such a massive and modern brand needs fashionable music: house, played in all places popular among youth. Slow music is not a good choice for this store, unlike the Massimo Dutti brand, which, together with Zara, is part of the Inditex corporation. Smooth and quiet electronic music is more appropriate for the more expensive brand.


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