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The Impact of Background Music on Retail Stores

Before we dig into case studies, let’s recap the benefits associated with playing background music in retail stores. They include the following:

Increased time spent inside the store (which could lead to higher revenue)
Enhanced store environment
Shifts in purchase behaviors
Enhanced brand identity and customer loyalty
Increased employee productivity
Masked unwanted noises

Now that you understand the benefits of playing music, let’s dig into the case studies.

Case Study 1: Vans

Since 1966, Vans has provided customers with rugged shoes, complete with a sticky sole. Since the 1970s, Vans has been associated with sports like skateboarding and BMX, and they’ve become a trusted brand for plenty of customers.

Vans wanted to express their unique culture and brand from the moment that customers walked into their stores. Music played a key role. The curated music list Vans developed was appealing to its core fan base, and it introduced an entirely new set of customers to the appeal of Vans.

The approach was so effective that it was deployed in Vans stores worldwide, including in Asia. No matter where people shopped for Vans, they heard a similar set of songs.

The results included the following:

Increased positive experience in locations
Enhanced brand culture and customer loyalty
Increase in sales

Case Study 2: Scheels

Scheels is an employee-owned retail shop with a history stretching back to 1902. Since it was founded, the store has changed multiple times. At one point, for example, Scheels focused exclusively on hardware. Now, Scheels has stores all across the country that sell high-quality sporting goods. Some stores, including those in Nevada, also include tourist attractions like aquariums.

As the company expanded, a challenge appeared. How could the company introduce itself to new customers, including those in other countries? Music helped. However, the music must reflect the company’s brand values while integrating regional music and local messaging.

Scheels solved this problem by creating custom music programming and messaging that was tailored to each location. The playlists were designed to reflect local musical tastes, but each song also aligned with the company’s brand identity.

The results included the following:

Deeper customer engagement
Increased dwell time
Reinforced brand loyalty, leading to increased sales

Case Study 3: Maurices

Maurices is a clothing retailer that focuses on providing women with personalized shopping experiences and clothes at a decent price point. Women are encouraged to consider their time at Maurices “me time”—the experience is the reward for a life well lived.

Maurices wanted to ensure that women truly felt like their time in the shop was fun and rewarding. And they wanted women to feel a little inspired as well. Music helped.

Maurices created a playlist made of songs from unsigned, female-fronted musical talent. They sprinkled in a few well-known artists, such as Chrissie Hynde and the Bangles. The channel, called “Hometown Sound,” went viral on social media. It also resulted in more visits to shops.

The overall results included the following:

Boosted customer engagement
Overall enhancement of the complete in-store atmosphere
Reinforced brand loyalty

Case Study 4: Gymboree

Gymboree provides high-quality, comfortable clothing for kids across the United States. While the company offers a valuable product, it’s faced some difficulties. In 2019, Gymboree filed for bankruptcy and had to close all 800 locations. A buyer came to the rescue, but the company had to rebuild a strong customer base.

Music helped. Gymboree created a playlist that was custom-made for the children and the grownups who care for them.

The songs on the list were made with playfulness and fun in mind. They’re the sort of songs both parents and children enjoy, and they help explain the brand to people who have never been there before. The playlists and messaging were tailored to match the energy and customer flow throughout different times of day.

The result was an enhanced overall shopping experience and a more inviting retail environment for both children and their parents.

Create a Successful Music Strategy With Pandora CloudCover

After reading all of these case studies, you’re likely feeling inspired. Music can make a huge difference in the overall atmosphere of your store, and this translates into an improved overall customer experience. As customers enjoy your store more, they’ll spend more time there, resulting in higher sales tabs.

Likewise, employees will enjoy the experience of working in your store more. This can mean reduced employee turnover and increased productivity.

It’s time to get started. Pandora CloudCover is your perfect partner for successful retail music strategies. We make the process easy.

We have extensive experience in all types of retail environments, including clothing stores, grocery stores, car dealerships, big-box stores, shopping centers, and more.

We have helped businesses like this craft playlists, share in-store messages, control the volume, and so much more. Give us a try for 14 days at no expense. Reach out today to learn more. Terms and conditions apply.