Can you hear that?
It’s the sound of consignment stores using music to promote stronger sales.
Of all the human senses, hearing is one of the most powerful. Today, the things we hear have a massive impact on our mood and actions. A sweet word from a loved one, for example, can make our spirits soar, the sound of birds chirping makes us feel like spring is just around the corner, and a much-loved song? Well, that’s what this post is about.
In recent years, economic researchers have found that music has a significant impact on consumer mood and that, when used correctly, it can affect their shopping in a positive fashion.
Here’s what you, as a consignment store owner, need to know about using music to promote higher sales in your store:
Slow Music = Slow Shopping
In recent years, studies have shown that, when stores play slow, calming music, it causes shoppers to move through the space more slowly.
This, in turn, creates a slower pace of shopping and higher overall spending.
Loud music, on the other hand, hurries people through a store but doesn’t promote larger sales. Classical music promotes more expensive purchases.
5 Tips for Using Music in Your Consignment Store
Now that you know how powerful music can be for your shoppers, here are a few tips to help you use it as intelligently as possible in your consignment store environment:
1. Make it Welcoming
Nobody wants to feel like they’re walking into a funeral when they enter your store. With this in mind, be sure the music you play is welcoming and upbeat. What you choose, of course, will depend mainly on the type of store you run, the merchandise you carry, and your taste.
As a general rule, however, any music you play should be welcoming to a wide variety of audiences. This means it should be free of vulgarity, offensive topics, and other potentially abrasive features.
2. Keep the Sound Consistent
Have you ever gone into a store and been taken back by the sound of a loud radio playing right behind the register? If so, you probably know exactly how jarring this can be for your shopping experience. If you run a smaller store, you might be able to get away with using a small boombox or computer speakers to play music, but it’s not a great idea.
Part of creating a relaxing shopping environment is offering a consistent experience. When shoppers can hear music as they move throughout your store, it provides a lulling and relaxing moment. As such, it’s worth it to pay particular attention to the stereo system you choose.
While you don’t have to go top of the line, you do need to provide a constant sound level across your entire store. Keep your speakers high and cords hidden to maintain the aesthetics of your space. Finally, keep speakers at least 2 feet away from the rear wall of the shop. This maintains a high level of clarity without muddling the notes of the music.
3. Slow it Down
While upbeat, fast-tempo music might be great to keep you motivated throughout the day, it could also be hurting your consignment store sales. To put it simply, fast music makes people move fast. If you’re looking to promote sales, though, this is not what you want.
Instead, choose music with a slower tempo for your consignment store. While shoppers will move more slowly, they’ll also make larger purchases. Looking for some smart music suggestions? Check out music streaming services like Pandora and Spotify, which allow you to create your own custom stations.
4. Keep it On-Brand
Music sets the stage for your whole consignment store experience. With this in mind, be sure that you’re keeping the music you play in-line with the attitude you want to provide in the store. If you specialize in luxury consignment goods, for example, you might opt for some elegant classical music. If you run a fun and funky clothing store, you’ll adjust your musical selections accordingly. No matter what you do, maintaining a consistent and on-brand musical presence is one of the easiest ways to encourage people to keep coming back.
5. Avoid Interruptions
Did you know that music has effects on more than just your shoppers? According to a 2013 study conducted by DJS, 77% of companies report that playing music makes their staff happier and more productive and concentrated. With this in mind, find a way to keep the music constantly playing in your store. Regardless of whether you use a streaming service or keep a favorite CD on repeat, it’s essential to do what you can to avoid interruptions in the tunes.
Press Play on Your Day
Music is a powerful thing, and this is as true in the world of consignment sales as it is anywhere else! By understanding how to use music correctly, you can enhance your consignment store experience, promote shopping, and keep your customers (and employees) happy across the board. If that’s not a sweet sound, we don’t know what is!