A Case Study about Power of In-store Music and its Influence on International Retail Brands and Shopper Behaviour
Abstract: Retailers are finding it more and more difficult to differentiate their stores based upon the traditional components of the retail mix. Retail store elements such as colour, lighting and visual merchandising have always been considered as having immediate effects on the buying decision making process. Retail stores need to be much more than just passive places that display merchandise for sale. One of the key challenges for retailers is to constantly add value to their brand. Can this be achieved by adding new and innovative elements to their existing retail marketing mix? The emphasis has moved away from instore product displays, towards elements that excite the senses of shoppers. Elements such as flat screen videos, graphics, music, aromas, lighting and flooring tend to capture the brand image or personality and help to create a unique atmosphere and shopping experience.
Introduction: Creating the Wow! factor in the retail environment is becoming more and more difficult. Retailers are facing an increasingly competitive market and can no longer differentiate their stores only on the basis of product, place, people, price and promotion. There is a move towards the concept of „retailtainment.‟ This phenomenon, which brings together retailing, entertainment, music and leisure, has seen the emergence of concept stores like Nike Town, REI, Bass Pro and theme restaurants such as Rainforest Café, The American Wilderness Café and Bubba Gump. Retailers need to look further than the traditional retail store elements such as colour, lighting and visual merchandising to influence buying decisions. In-store music may influence the behaviour of shoppers and can increase the chances that a purchase will be made. Read more on International Retail Brands
