USING STORE MUSIC FOR RETAIL ZONING

What is In-Store Music? It is many things to many people. Some want the bland concept of what is commonly referred to as “lift music”. Some want some kind of radio station with DJ, ads, messages and a continuous bombardment of somewhat useless information and yet others prefer a more focussed brand complementary selection aimed at pushing all the right buttons with customer and staff alike.
Done correctly and professionally it is quite a science and even an art form. Creating a sound scape that gets a positive response on the shop floor takes research, understanding and musical knowledge.
It’s obvious that playing Death Metal is not going to work in a retail environment where the customer demographic is the 40+ age group. Nor is playing Mozart and Bach going to appeal when you are trying to purvey skinny jeans.
The point here is you need to understand who the customer is and tailor the music accordingly. Good music played over decent quality equipment will sound wonderful. Not played at a level that you can barely hear but made loud enough to lift the spirits.
Very few retailers create different moods for different areas of their store. In my view that is vital. If you are a store selling a mixture of foods and wine, fashion and homeware and also have perhaps an eating area like a restaurant, these are 3 distinct stores within a store. Each needs to have music suited to its focus. I have found that creating a playlist that contains modern pop along with a smattering of blasts from the past is an excellent way to create the right atmosphere for the fashion, homeware and clothing departments. Foods could include some French, Italian and Greek tunes to blend in with other songs that relate to the food experience. In a restaurant or café environment cool jazz is a great accompaniment to the meal and remember that people generally like to interact with their companions so be sensitive to that by the keeping the volume at a slightly more confidential level.
One can even take it further. A fine wine or expensive gift emporium, even an exclusive book seller would be pleasant to spend time in if they were playing a selection of the light classics to assist in promoting the right mood. Not perhaps the heavyweights like Wagner and Beethoven but the lighter works of Mozart, Bach, Brahms and Schubert.
And do try to set yourselves apart from your opposition. Get your music management team to work with you suppliers creating the right music for your brand. This can lead to other opportunities like putting your play lists on-line for downloading or releasing it as a CD.
Finally make sure you are compliant with the necessary music copyright bodies. In this country there is SAMRO who looks after the rights of public performance of composers, SAMPRA who protect the rights of the record companies and their trade – marks and CAPASSO the new kids on the block, who look after the rights of the artists.
If you would like to ask questions, please see our email addresses elsewhere on this site.
Have a very splendid August.