I was quietly eating my breakfast in Asda and was disturbed by frenetic music being pumped through the store's speakers. It's Asda Radio, which plays continuously. Generally, whilst wandering the shopping aisles and filling my trolley, I don't notice the music. Sitting still, even though reading my newspaper, the music is intrusive.
Why do supermarkets play music? I read one article claiming that stores played "calming music" during the first lockdown; remember the loo roll wars? I'd bet that (a) they didn't analyse the outcomes and (b) it made no difference. Apparently one branch of Morrisons played Roy Orbison’s ‘Anything You Want' at the time; particularly clumsy.
A retail consultancy LS Retail gave "7 reasons why you should play music in your store":
1. Create and differentiate your brand
Are you a carefree, laid back brand? Do you run family-friendly stores with a warm atmosphere? Are you edgy, vibrant and energetic? The tempo, loudness, style of the music you play can help communicate your brand’s personality to customers.
2. Build the right atmosphere
Analyze your store's ambiance, what kind of atmosphere do you want to establish? You could for example create a playful space with high-key pop music, or use slow rhythms to build a relaxed, pensive environment. [ideal for breakfast, I'd say]
3. Create a private space
By masking the sounds of voices and movements, background music helps create a personal space for customers, giving them privacy as they walk around the store, browse the products and make comments to friends or family. [and have breakfast]
4. Set the shoppers’ pace
Studies show that the speed, rhythm and volume of in-store music affects the pace of customer flow through the store. When calm music is playing at a low volume, people tend to wander around the aisles slowly; on the other hand, when energetic, loud songs are playing, people tend to accelerate their pace through the store. Interestingly, the pace of customer flow doesn’t appear to affect sales. [so why are you doing it, exactly?]
5. Shorten waiting times
Music can affect people’s perception of time. A long queue will feel shorter if there is good [?] music playing in the background.
6. Encourage people to shop
Research shows that music can influence what shoppers choose and how much they buy. A 2005 study revealed that people tend to spend more on impulse buys when pleasant music is playing. [I can understand that; punk rock might make the customers run away quickly]
7. Increase productivity
In-store music is not only for the customers, employees and managers benefit from it too. An effective music strategy can be a great tool to boost staff morale, concentration and productivity. In a 2013 research by DJS, 77% of businesses agreed that their staff is more productive when music is playing.
I'll leave you to reflect on this and whether that's a load of old ............
Also this morning and on the same subject, I received the following email from Ipswich Town Football Club:
We've created a page where supporters can vote on the walkout music, the pre kick-off track and the song played when Town score
The options are as follows:
Walkout music
Faithless - Insomnia
Arcade Fire - Wake Up
Lux Aeterna
Kanye West - All Of The Lights
Blur - Song 2
Pre kick-off music
Singing The Blues
Neil Diamond - Sweet Caroline
The Beatles - Hey Jude
Goal music
The Fratellis - Chelsea Dagger
The White Stripes - Seven Nation Army
Kungs Vs. Cookin' On 3 Burners - This Girl
Under each section there is also an "OTHER" option, so you can let us know a track suggestion if it is not on our list.
This is definitely in my playground; I've blogged about it before. Let's consider the rationales.
Walkout music - this is for the players, to set the tone of their play right from the start: slow, methodical, patient possession-based buildup or gung-ho attack? I'm pretty sure the fans want the latter, the coach probably the former. I created a Spotify playlist with all the suggested options and here are my opinions:
Faithless - Insomnia: this is from a genre I call "dull rap", not wild or shouty, no effect on the players.
Arcade Fire - Wake Up: much more like it, strong rhythm, however the vocals too passive IMO.
Lux Aeterna: this seems like a misprint.
Kanye West - All Of The Lights: driving rhythm, mixture of modern pop and rap, it's quite possible this would drive my team on, if there's nothing better.
Blur - Song 2: oh yes, this is the one!. Lots of screaming drive. We'll be two goals up after ten minutes. Wait, won't the opposition be stimulated by this too? Mm...
Pre kick-off music: this is just to keep the fans happy while they're waiting for the match to start.
Singing The Blues: this is the classic Guy Mitchell/Tommy Steele 60s song but I'm assuming this is the version sung by the Ipswich Town squad of the Terry Butcher "Golden Era" (FA Cup winners 1978). Forget the rest, this has to get the vote.
Neil Diamond - Sweet Caroline: ugh.
The Beatles - Hey Jude: not the Fab Four's best
[On reflection after re-reading the email, this might be the track played as the teams are lining up, awaiting the ref's whistle but I'm still going for option 1]
Goal music
Not relevant, rarely necessary. I'll put Barry Manilow's "Miracle" in the OTHER box:
It's a miracle
A true blue spectacle
The miracle come true
We're together, baby
I was going crazy
Till the miracle came through