Play that Soothing Music — to increase sales

According to this “Sensory Branding: Sound effects” article in The Economist, music can influence the pace diners eat or rate at which shoppers move. Play a soothing “soundscape” to slow down the flow of dinner or to encourage shoppers to browse longer.

BAA, an airport operator, recently tested a “soundscape” made up of generative music, birdsong and crashing waves at its Glasgow terminal, alternating it daily over a period of eight weeks with silence. When the soundtrack was playing, takings in the terminal’s shops went up by as much as 10%.

I’ve asked Kitty to consider testing it out at the store. : )

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