Background Music Affects Shopping Mood

In the shopping environment, shop music is an important factor that affects consumers' shopping experience.

The layout and design of the store's background music will directly reflect the brand culture and brand positioning along with the pmission of sound waves, so as to stop consumers from buying or entering stores, and promote or impede brand sales.

In short, the notes are small, and cannot be underestimated.

Consumers: how can we get a confused word in Xidan commercial street, less than ten minutes' walk, no less than 10 stores open shoulder to shoulder.

Because most of them are mainly leisure oriented stores, various stores have spared no effort to broadcast popular songs to attract the attention of passers-by.

If the consumer does not pay attention to the clothing in the store, it will only talk about the album that is being played by a singer, or even forget the name of the shop.

This should be regarded as a sad way of background music as a promotional tool for clothing stores.

Besides, nearly 60% of consumers expressed dissatisfaction with the layout of the store's background music.

Especially for consumers over the age of 30, the rate of dissatisfaction accounts for more than 85% of the total number of respondents.

Many consumers think that the volume of the background music playing in the store is too loud, which leads to the improvement of the sound bay when people communicate with each other.

It creates a sense of impatience and uneasiness that leads to unintentional shopping.

Some consumers think that compared with the exclusive stores, the selection of background music for shopping malls should be more gentle and appropriate. It can create a warm and comfortable shopping environment for customers, so that customers can feel comfortable buying.

At the same time, the selection of background music in some stores depends entirely on the personal preferences of the staff in the store. For example, a soft female love song is played in a famous sports brand store, which makes people listen to some kind of nonsense.

Merchants: norms and professional unstoppable, a brand manager who stores stores in large shopping malls reveals that the business hours of shopping malls generally range from 9 to 22, and meet holidays to 23 or 24 hours.

In the 11 hours of normal business hours, the background music is not continuous.

It is necessary to broadcast the song of the shopping mall, broadcast the floor broadcast produced by the shopping mall, and introduce the market dynamics and commodity information.

When promoting sales, it is necessary to publish promotional information, and some pause, intermittent, background music is designed by special planning departments, mainly based on consumption time and consumption characteristics.

According to their actual tests, the background music should be unified in style. The pop songs with strong jumping are more penetrating than soft music. But when customers enter the shop, the pace and the frequency of choosing clothes are 2-3 times faster than that of playing soft music, which is not conducive to customers' understanding of brands and products.

At the same time, the brand's consumer group is middle-aged people over the age of 30, so the selected tracks are mostly light music, mostly electronic piano, piano, Violin and other musical instruments.

Only when Chinese people celebrate traditional festivals will they choose some happy music.

From this point of view, moderate music can also reflect the image of a brand and the overall management level of the company.

China Music Copyright Association: there is no longer any free lunch, although background music has become the industry's customary practice to provide customers with a comfortable shopping atmosphere.

But since the beginning of spring this year, the Chinese Music Copyright Association has issued a lawyer's letter to the Wangfujing department store and other shopping malls after the negotiation of background music infringement has failed with the consultation of several major shopping malls in Beijing.

The letter requires these places to pay the "Music Association" for the purpose of playing music and songs.

Although music paid for music playing through professional equipment has become an international practice, it has caused quite a stir in China's business circles.

Shops in big cities such as Beijing, Shanghai and Guangzhou are also very cold.