Music passes through the auditory organs and acts on the human mind, thus affecting people's emotions and even their character and behavior. It can be said that life without music is regrettable, and the store without music is the same, especially during holiday promotion. To what extent can store music affect consumer behavior, which will positively promote marketing?
Judging from this issue, the author believes that it is still a blank in the field of retail marketing theory. Good store music is like Chinese medicine, it is slow and long-lasting; but if it is a bad store music, it is also like a "anti-drug", which can immediately negatively affect the store atmosphere, customer sentiment and even corporate brand. .
There is no standard in the aesthetics of store music. Only an aesthetic sensory experience is given here: good store music should be like a good movie soundtrack.
If you have seen enough movies and paid attention to the soundtrack, you will find that when people watch movies, they are almost unaware of the existence of music. People's attention is focused on the picture, plot, characters and other factors. On, the mood also fluctuated.
The same is true for good store music. It should help create a store atmosphere and adjust customer psychology so that customers can focus on goods and shopping experience with better attention and comfort. If there is a customer's reflection: the music in your store is really good - don't be proud at this time, but check it as soon as possible: Is there a problem with the music? Or the simplest question: the sound is too loud.
The biggest difficulty in the biggest difficulty of store music is that it is difficult to adjust. The feedback from the floor manager was good, but the vice president said it was not good; the customer feedback was okay, but the shopping guide said that the rhythm was too slow for people to sleep.
After all, music is an art. It is often difficult to get a consistent evaluation of everything related to "art" in the world, because everyone's aesthetic experience is different from each other, which is the nature of art. However, even if it is difficult to adjust, we still have to "tune". It is really not easy to do this, just like "dancing with your feet", but it is also the glory of the planners.
The relative nature of store music refers to the choice of elements (speed, tone, intensity, melody, style) can only be expressed through mutual comparison. For example, a music with a beat of 4/4 and a speed of 110 beats/minute, is it fast or slow? If its front speed is 80 beats, it will appear fast; if it is 128 beats in front, it will appear slow.
First of all, instead of just selecting one piece of work, it is necessary to construct a "music texture" of about 11 hours a day. Therefore, the concept of "relativeness" deserves special attention. Secondly, choosing store music is like writing an article. Each piece is a sentence, which together form an article. Each sentence can only be placed in the whole article to understand its intention and excitement. Therefore, don't do things that have "no chapters", and don't easily reject music of a certain style - whoever says HeavyMetal must not be used - it depends on the "context" relationship. Third, if a type of music lasts for more than 15 minutes, people will experience aesthetic fatigue, and make full use of "relativeness" so that speed, tone, intensity, melody, and style can change within "unit time". .
The unit length of the store music "unit duration" refers to the average time the customer stays in the store.
Who will listen to the store music? Of course it is a customer, so it is very important to build this concept. The 20,000-square-meter store and the 80,000-square-meter store are definitely different in terms of unit length. Only by establishing the correct unit length can we better guarantee the "relative" change of "music texture" during this period.
In reality, customers can't wait until the next complete unit starts at the beginning of the store, but they will enter the store at any time. How to ensure the validity of the unit's duration? It is not difficult to solve this problem. For example, if the unit duration is 60 minutes, then a 60-minute "relative" view will be made from the beginning of each work; that is, each piece of music must be regarded as the beginning of a new unit duration. . There may be more than 100 songs throughout the day. Isn’t it a lot of trouble to do this? No way, if you are afraid of trouble, you will not be a planner. What is the basis for examining "relativeness"? This requires the introduction of the "temporal" concept of store music.
The time-to-day time of store music: refers to the change requirements of the selection of elements (speed, tone, intensity, melody, style) in the "music texture" throughout the day. Take the speed factor as an example (for reference only):
Welcome time: mobilize the shopping guide mood and enter the working state. The main speed of 95 beats or more is appropriate.
Delivery time: Make the customers on the market go shopping smoothly. Instrumental music with a speed of 120 beats or more will have a good effect, and it will also make the shopping guide excited.
Low temperature period: a period of less passenger flow. The main speed is more suitable for soothing 75 to 95 beats.
High temperature period: a period of more passenger flow. The main speed is relatively fast, 95 to 115 beats.
Dangerous time: especially from 13:00 to 15:00, too much soothing music, especially instrumental music is easy to make people sleepy, so the main speed is better than 105 shots, and the vocals are relatively more.
Theme timeliness: According to the marketing theme, music also needs to be coordinated, such as Valentine's Day, Mother's Day, Children's Day, Christmas, Spring Festival and other festivals, such as membership special or other theme marketing activities. The music of the Spring Festival is hard to innovate. During the Spring Festival of 2009, the author visited the stores in Chengdu, Lanzhou, Shenyang, and Xi'an. The music was mainly based on Chinese folk music. It is not that folk music is not good, but that everyone uses this all day. The relative nature of "music texture" basically does not exist. Seasonal timeliness: If you can consider the characteristics of the four seasons and then make a fuss, it is even more perfect.
Judging from this issue, the author believes that it is still a blank in the field of retail marketing theory. Good store music is like Chinese medicine, it is slow and long-lasting; but if it is a bad store music, it is also like a "anti-drug", which can immediately negatively affect the store atmosphere, customer sentiment and even corporate brand. .
There is no standard in the aesthetics of store music. Only an aesthetic sensory experience is given here: good store music should be like a good movie soundtrack.
If you have seen enough movies and paid attention to the soundtrack, you will find that when people watch movies, they are almost unaware of the existence of music. People's attention is focused on the picture, plot, characters and other factors. On, the mood also fluctuated.
The same is true for good store music. It should help create a store atmosphere and adjust customer psychology so that customers can focus on goods and shopping experience with better attention and comfort. If there is a customer's reflection: the music in your store is really good - don't be proud at this time, but check it as soon as possible: Is there a problem with the music? Or the simplest question: the sound is too loud.
The biggest difficulty in the biggest difficulty of store music is that it is difficult to adjust. The feedback from the floor manager was good, but the vice president said it was not good; the customer feedback was okay, but the shopping guide said that the rhythm was too slow for people to sleep.
After all, music is an art. It is often difficult to get a consistent evaluation of everything related to "art" in the world, because everyone's aesthetic experience is different from each other, which is the nature of art. However, even if it is difficult to adjust, we still have to "tune". It is really not easy to do this, just like "dancing with your feet", but it is also the glory of the planners.
The relative nature of store music refers to the choice of elements (speed, tone, intensity, melody, style) can only be expressed through mutual comparison. For example, a music with a beat of 4/4 and a speed of 110 beats/minute, is it fast or slow? If its front speed is 80 beats, it will appear fast; if it is 128 beats in front, it will appear slow.
First of all, instead of just selecting one piece of work, it is necessary to construct a "music texture" of about 11 hours a day. Therefore, the concept of "relativeness" deserves special attention. Secondly, choosing store music is like writing an article. Each piece is a sentence, which together form an article. Each sentence can only be placed in the whole article to understand its intention and excitement. Therefore, don't do things that have "no chapters", and don't easily reject music of a certain style - whoever says HeavyMetal must not be used - it depends on the "context" relationship. Third, if a type of music lasts for more than 15 minutes, people will experience aesthetic fatigue, and make full use of "relativeness" so that speed, tone, intensity, melody, and style can change within "unit time". .
The unit length of the store music "unit duration" refers to the average time the customer stays in the store.
Who will listen to the store music? Of course it is a customer, so it is very important to build this concept. The 20,000-square-meter store and the 80,000-square-meter store are definitely different in terms of unit length. Only by establishing the correct unit length can we better guarantee the "relative" change of "music texture" during this period.
In reality, customers can't wait until the next complete unit starts at the beginning of the store, but they will enter the store at any time. How to ensure the validity of the unit's duration? It is not difficult to solve this problem. For example, if the unit duration is 60 minutes, then a 60-minute "relative" view will be made from the beginning of each work; that is, each piece of music must be regarded as the beginning of a new unit duration. . There may be more than 100 songs throughout the day. Isn’t it a lot of trouble to do this? No way, if you are afraid of trouble, you will not be a planner. What is the basis for examining "relativeness"? This requires the introduction of the "temporal" concept of store music.
The time-to-day time of store music: refers to the change requirements of the selection of elements (speed, tone, intensity, melody, style) in the "music texture" throughout the day. Take the speed factor as an example (for reference only):
Welcome time: mobilize the shopping guide mood and enter the working state. The main speed of 95 beats or more is appropriate.
Delivery time: Make the customers on the market go shopping smoothly. Instrumental music with a speed of 120 beats or more will have a good effect, and it will also make the shopping guide excited.
Low temperature period: a period of less passenger flow. The main speed is more suitable for soothing 75 to 95 beats.
High temperature period: a period of more passenger flow. The main speed is relatively fast, 95 to 115 beats.
Dangerous time: especially from 13:00 to 15:00, too much soothing music, especially instrumental music is easy to make people sleepy, so the main speed is better than 105 shots, and the vocals are relatively more.
Theme timeliness: According to the marketing theme, music also needs to be coordinated, such as Valentine's Day, Mother's Day, Children's Day, Christmas, Spring Festival and other festivals, such as membership special or other theme marketing activities. The music of the Spring Festival is hard to innovate. During the Spring Festival of 2009, the author visited the stores in Chengdu, Lanzhou, Shenyang, and Xi'an. The music was mainly based on Chinese folk music. It is not that folk music is not good, but that everyone uses this all day. The relative nature of "music texture" basically does not exist. Seasonal timeliness: If you can consider the characteristics of the four seasons and then make a fuss, it is even more perfect.
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