In search of the right in-store music

Abstract

Have you ever been in a retail store without giving much thought to how long you've stayed there? Do some shoppers seem to move to the beat of the music while others opt for a hasty retreat? Professionally programmed in-store music can be the means to creating a powerful competitive edge. By providing the right sound, retailers can increase customers' stay time, make a long-term link with their target market, and influence perceptions of product and service by building customer-brand relationships. However, they must identify a sound that will reflect their brand, help achieve their strategies, and interact harmoniously with other atmospheric elements.