Face the music
Music has the power to influence consumer behaviour in commercial settings.
Imagine walking into a mall adorned with luxury brands or stepping into a sprawling airport terminal bustling with travellers from around the world. What's often overlooked is the carefully curated musical selection that sets the tone for the entire space. Whether it's pop hits in a retail store or the classical notes in an airport concourse or lounge, music acts as a catalyst for emotions, effectively transforming the environment.
The psychology
Music evokes emotional responses in individuals, and businesses harness this phenomenon to create specific atmospheres. Slow, melodic tunes can induce relaxation, promoting a leisurely shopping experience. Upbeat tracks, on the other hand, infuse energy, encouraging brisk movement and an air of excitement. This strategic use of music can influence how consumers perceive time, affecting the length of their stay and subsequently their spending behaviour.
The synergy between music and consumer behaviour is an intriguing avenue that businesses are exploring. Studies have shown that music tempo can impact walking speed - faster beats might lead to quicker shopping, while slower tempos encourage more thorough exploration. Beyond that, the type of music played can resonate with a brand's identity, amplifying the emotional connection between consumers and the environment. For instance, playing classical music in an upscale boutique enhances the perception of elegance and exclusivity.
In spaces as diverse as international airports, where countless cultures converge, music becomes a universal language that bridges gaps. The right blend of globally recognised tunes can provide a sense of familiarity and comfort to travellers, regardless of their origin. Simultaneously, it offers a platform to celebrate local artistry, introducing travellers to the cultural tapestry of the region.
The use of space
The source of music itself is as dynamic and diverse as the different settings it can be found in. For example, Chicago O’Hare International is one of many airports with public pianos in the concourses and terminals for the passengers to play. King's Cross St. Pancras station in London has also housed a black Yamaha piano for many years, which has seen surprise performances by the likes of Elton John and John Legend. Such initiatives in travel hubs can appeal to passengers in many ways – either as an escape from crowds and the stress of travelling or a means to pass time before starting their journey.
Some malls and shopping centres have taken this a step further by utilising music in its pure form to draw consumers. American Dream mall in New Jersey utilises its open spaces to lend itself to concert and DJ events. This allows the mall to enhance its customer experience while also driving audiences to its retail centre.
Western malls, however, are not the only ones reinventing the use of space in shopping centres. Inorbit Mall, Phoenix Palladium and Market City are some of the many malls in India that have regular weekend gigs by popular musicians and bands. Not having to brave through large crowds or pay high fees for standalone music festivals, such events in shopping malls create an ideal destination for leisure, shopping and eating under one roof.
As technology advances, the potential for revolutionising the music-sensory experience becomes apparent. Personalised playlists and interactive installations can pave the way for a more tailored ambience, giving consumers a greater sense of control over their surroundings.
The role of music in malls, airports, and similar venues transcends mere auditory stimulation. It's a tool for crafting atmospheres that guide consumer behaviour, shape emotional responses, and enhance brand identity. The harmonious blend of melodies not only creates memorable experiences but also cultivates a unique connection between consumers and the spaces they inhabit. In a world where consumer engagement is paramount, businesses that recognise and harness the power of music stand to create lasting impressions that reverberate long after the last note fades away.
Shayan Idrees