What are two of the most notable outside factors that affect customer engagement?
- Music and how it influences customer behavior
- Video and its effects on buyer’s behavior
When comparing the buying habits of customers before, buyers today tend to consider different factors when they go in a store. Before, there was a philosophy that the sellers are the ones that should be as aggressive as possible; sellers are the ones that go find buyers of their product. It was a battle of who has the better sales talk, and there were very few that knew what inventory management is. In the Philippines, and in almost in every other part of the world, this is no longer true. Instead of the sellers being proactive, it’s the buyer that now has more control over what they want to buy, when and where they’ll buy, and who they’ll buy from.
The corporate landscape has switched into a more customer-centric buying process. With everything almost easily searchable through the Internet, customers no longer have to listen to a sales rep talk them into buying something. The priority of modern marketers today is to enable their customers to be more engaged with their services. Based on some past studies, music and videos are one of the factors that have the most impact on increasing customer engagement. Continue on the article to learn more.
Music and How It Influences Customer Behavior
A 2012 study regarding the impact of music on customer buying behavior concluded that music has the ability to keep customers relaxed physically, mentally, and emotionally. Because of this, when customers are exposed to certain music genres, they become more engaged. To some extent, it can also motivate people to buy and make waiting in line more comfortable. The positive experience translates to positive reviews about the store that will flow smoothly through the grapevine!
On its own, music can also be used as a means to attract customers and differentiate a store among its competitors, especially in commercial areas such as malls and shopping districts.
An older study by Milliman Inc found that when background music is played in a supermarket, customers spent around 34% longer in the store as compared to when there wasn’t any music being played. Not only does it increase customer retention, it also led to an increase in sales.
Another notable study made in the 2000s discovered that the more popular and relatively familiar music has a negative effect on shopping because it can lead to shoppers getting distracted and concentrating more on music instead of actually shopping. That is why they recommended that unfamiliar yet pleasant music be played in order to have a more positive effect on shoppers.
When it comes to music, there are three qualities that are known to psychologically influence buying behavior. These three are the Tempo, the Volume, and the Genre.
Referencing the McMillan study mentioned previously, the tempo of the music is said to lead to varying psychological situations. Based on the results, playing slow music led to a significant increase in gross product sales as compared to when fast music is playing. Fast music leads to high levels of arousal which encourages people to move at a faster pace. Slow tempo music prevents high levels of arousal and slows down the pace at which shoppers move.
A field experiment conducted by Smith and Curnow in 1966 found that loud music led to less time spent shopping than when soft music is being played. Further studies cited gender and age factors moderates the effects of volume, but researchers challenge this notion.
Playing classical music leads customers to buy more expensive wines while Christmas music leads them to buy more Christmas related items. This was the result of a study that focused on the type of music that being played. It concluded that the type of music played can signal what kind of goods should be bought.
Do take note that the characteristics of music are not absolute. The power it has on a buyer’s purchasing behavior is not necessarily proven to work 100 percent. While it can work in one store, it won’t necessarily work in every single one.
Video and Its Effects on Buyer’s Behavior
Visual content is gaining in popularity rapidly over a wide range of audiences. People are now viewing information in many ways. An increase in mobile traffic means that content is displayed on smaller screens, leading to the prioritization of well-crafted visual information.
Product branding, color psychology, and visual aesthetics are important to customers. Take into consideration the fact that humans are visual creatures and you’ll understand just how effective video is in projecting a message. In the world today, watching videos is almost second nature to us. Numerous videos of varying lengths are watched every second in different social media sites. This is why in-store videos with amazing visuals are always something to look out for.
There are many outside factors that can affect the behavior of buyers in-store. The most notable ones are things like music and video which are studied to show psychological effects on the human psyche.
You don’t have to know what inventory management in the Philippines is to understand how important media is to humans. Point of sales systems may be a necessity but there are many things that can supplement a store’s capability to sell their products!