Let’s face it. Music has become an indispensable part of our lives. We have a playlist for everything- driving, working out at the gym, even for doing laundry. Well it just makes sense that businesses should keep the music playing in each of their establishments, right? The answer to that would be a resounding yes! - BUT only if you know what you’re doing because, like with everything else in life, there is a WRONG way to do it.
The following are 4 of the biggest mistakes you could make when playing music in your store:
1. Playing music inconsistent with your brand
One of the most overlooked aspects in branding is the music that is being played inside the store. Have you ever been to one of the many “authentic” Japanese restaurants in the city that nailed every detail a Japanese restaurant should have? Well, except for that Katy Perry song playing in the background.
Many brand managers advocate giving the customer the complete experience of the brand by having every aspect embody what the brand stands for. In the above case, California Girls is probably not your best choice in embodying a Japanese Restaurant’s brand.
2. Selection, Selection, Selection
Quick! Try to recall the selection of songs in your smart phone right now. If you’re like most people, it will probably be composed of a medley of your favorite tunes- from Maroon 5’s Sugar to Bonnie Tyler’s Total Eclipse of the Heart. Hey we’re not here to judge, if those are the songs you like rocking out to then just go with it.
However, customers are not as forgiving to businesses that express too much freedom in choosing their playlists. In today’s ever competitive market, pleasing the customer is on the forefront of every store owner’s mind. That is why song selection is a crucial part to consider before you play anything in your stores. In addition to choosing songs that maintain consistency with your brand, management should also consider those details that are usually overlooked such as songs with expletives and maybe even the theme of the song.
If you don’t believe this could be a problem just ask Forever 21 about it.
3. Bad timing
The reason we have multiple playlists is because each one delivers a specific need. You need your adrenaline pumped up for the gym? Maybe play some Metallica. Looking to set that perfect mood for your date? Barry White is your man.
Just imagine how each of those activities would turn out if your iPhone decided to make a last minute switch.
The timing of songs played in your establishment is just as important as the songs that compose the playlist. Numerous studies have pointed out how music affects the behaviors of customers while they are in your store. Since a lot of stores have a wide range of customers coming and going from their stores in a day, the right song played at the right time for the right customers can be a huge opportunity that a lot of businesses don’t take advantage of.
4. Ignoring music licensing
The repercussions and stringency of ignoring music licensing will vary from country to country. This does not seem like a major concern in the Philippines though, wherein a number of establishments are not aware or, dare we say, not afraid to skirt the legalities involved in playing music in public establishments.
However, the Intellectual property code of the Philippines states that any person infringing on rights protected under the code shall face imprisonment of 1-3 years plus a fine ranging from P50,000-P150,000, and that’s just for the first offense. Yikes!
What Can You Do?
Gone are the days of playing random audio content in stores. Make music work to your store's advantage. Take the first steps towards a better listening experience for your customers and a sound content strategy that can contribute to your store's sales performance.