MUSIC STRENGTHENS BRAND EXPERIENCE

In a Swedish study music was ranked as one of the most difficult things to live without in our daily lives. Only the internet and the mobile phone were seen as more important (Heartbeats International, “Uncovering a musical myth”, 2011). Music strongly affects human emotional states (Lusensky, 2010) and, just like movies come to life with music,a company can enhance its brand image by using the right background music. The focus of retailers has shifted from offering only the physical products to providing a more holistic customer experience.

By establishing a clear music strategy, businesses can deliver a coherent and consistent message to their customers in several channels: shops, websites and commercials. Brands that strategically use music that fits their brand identity are 96% more likely to be remembered compared with those that use non-fitting music or no music at all. (Heartbeats International, “Uncovering a musical myth”, 2011).

BACKGROUND MUSIC IS PROVEN TO BE GOOD FOR BUSINESS

Music in the store environment is not a new phenomenon. Background music is one of the most powerful tools companies can use to improve customer experience and positively affect the customer at the point of purchase. Research has shown that music has a strong connection to the human memory, and with a clear music strategy companies can get their customers to stay longer, buy more and create desired associations to the brand. (Milliman, 1982; Sweeney & Wyber. 2012; Yalch & Spangenberg, 2002).

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