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How does audiomarketing work?

Can music influence what we buy? What is the effect of “acoustic wallpaper” and why is it utilised in audiomarketing? Discover the power and importance of (background) music at points of sale.

(Background) music in commercial settings

When you shop in a shopping centre, you usually don’t notice the background music. Strolling along shopping aisles and looking for special offers, you usually focus on other things.

You don’t wonder why in some places you feel good and gradually lose your sense of time passing. In the end, for unknown reasons, you buy another dress, blouse, video game or scented candle. Even when you wait in the checkout queue, you don’t realise music playing that is practically poured into your ears.

(Background) music and impulse buying

The spell of rational shopping is broken once you are home, when you realise that there’s no space for new clothes in your wardrobe, and things that you have bought were not on your grocery list… The fragrance of a lit candle makes you feel better afterwards. Then, you promise yourself that next time, you will better plan your shopping trip.

According to research, up to 70% of customer choices are made at points of sale, and as many as 70% of Poles buy on impulse. Consequently, modern sales points should be carefully designed and managed in line with sensory and experience marketing principles. Audiomarketing plays a significant role in this process.

What is audiomarketing?

Audiomarketing involves the intentional introduction of auditory stimuli (i.a. appropriately programmed music) to points of sales in order to successfully influence customers’ reactions and choices. It is an essential element of modern marketing strategies. They employ a specific combination of sensory stimuli, which are intended to influence customers’ senses in a commercial setting.

Author: Sylwia Makomaska

 

#psychologiamuzyki #musicpsychology #marketingsensoryczny #sensorymarketing #audiomarketing #marketing

 

In the Music Psychology Zone, you will find out how (background) music affects customers at points of sale. In subsequent publications, we will explain what strategies are used in audiomarketing and why (background) music can also evoke negative emotions.

See: The effect of “acoustic wallpaper” in audiomarketing
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