Since the beginning of the year, there is more music in supermarkets and hypermarkets Casino. Group has provided not lost his voice, since it communicates again, including about redemption next Monoprix. Interviewed by Le progrès, Philippe Mattelon, head of the licensing service, in charge of large accounts within the SACEM considers ‘provisional’ decision, the group having ‘awareness that music in a store promotes the Act of the consumer’. There are many factors to have such an effect on purchases.
Studies on the musical atmosphere in stores are numerous and sometimes carried out on little representative samples. Thus, in 1997 researchers have managed to prove that listening to French or German music in the English supermarket wine Department influence the consumer in the selection of bottles. They have ‘probed’ for this 44 people in two weeks, difficult to draw conclusions with such sampling.
The classics, engine of purchase
In his thesis, Sophie Rieunier details what appears studies made on the subject. The senior lecturer in marketing at the Sorbonne explains that “individuals spend more time in the store and spend more when the music corresponds to their musical tastes” as songs of the Top 50 or people popular masses. Customers ‘spend also more in a store when there is broadcasts music assumed in accordance with the type of products being sold.
Shops thus broadcast their own background music to create a universe that unique and distinguishable from others. Starbucks has a preference for jazz when Victoria’s Secret has a love for the classic and Nature & discoveries prefers the sounds of atmosphere Recalling nature. Market these compilations can be huge since the French brand has sold over 95,000 albums of “Seas and oceans”, earning a gold disc.
These odors that make buy
Order not to lose the rhythm to buyers, marketing professionals have the nose. Recent study shows as well as a smell of chocolate increased sales of books in a library. Thus, the researchers found an overall increase of sales by 20%, up to 40% for books in connection with the smell. Or how Milka detonates novel sales in rose water.
To boost sales, the smell of orange can also be used. LiveScience reports thus effects stimulating these citrus essences, 20% boosting purchases of customers in a shop. If such a progression of sales could be observed, it is because a ‘simple’ smell was broadcast, as with the chocolate. A more elaborate base of orange, Basil and green tea scent has been tested, collecting the same results as the absence of smell, that is to say, no.
Loss of benchmarks – increased sales
The problem of such devices is that they are subject to the personalities of the individuals. That is why supermarkets and some brands (including IKEA) rely on the loss of landmarks to increase their sales. The daily products are usually placed on the back of the store with the obvious aim of ‘lose’ the consumer. On the way, artificial light replaces that of the Sun, there are no Windows and the outputs are difficult to access. Once in the “trace route” aisles, consumers are conditioned to browse them from top to bottom without deviating. And have more chance to succumb.
At IKEA, the situation is identical, as exposes it Alan Penn. Questioned by Rue89, the researcher at University College London explains as well as “the first products that people see are the most expensive because they must spend in the reconstructed parts. “Once they arrive in themes rays where products are cheaper, they allow themselves a reward in is offering some.