The power of music and its influence on international retail brands and shopper behavior: A multi case study approach

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. When shoppers make purchase decisions they may respond to more than just the tangible product or service being offered. Music can be a critical component of store atmosphere and can play an important role in the purchase decision-making process. Published research on the impact of music on retail experience is very limited and a considerable gap in the literature exists. To determine the role that music plays in shaping retail brand and its impact on shopping behaviour, an exploratory study was conducted into several leading retail concepts including Borders Books, FAO Schwarz, Nike Town and Victoria’s Secret. Key findings indicated that store atmosphere can influence the perception of the uniqueness of products and service levels, specifically programmed music can play a role in store stay and travel time and a personalised music strategy can support a retail brand and make a connection with specific target markets