Music licensing company OneMusic reveals the importance of picking the right music in the customer experience.
Whether it’s a café on the corner or a buzzing restaurant, elements like ambience and customer service are key to creating a customer’s experience of venue and brand. Music is an piece of the puzzle that can take a business from ordinary to memorable, cosy, welcoming, exciting, relaxing, and more.
Quick tips on what music to play and what permission is needed
Australian music licensing organisation OneMusic collects valuable insights from successful brands such as Young Henrys, industry experts at Restaurant & Catering Australia, and partners like Fine Food and the Australian Restaurant and Café Association. As well as issuing licences to play music in hospitality spaces, it has a selection of in-depth and informative resources on how using music can improve the consumer experience.
The 80,000 businesses already licensed with OneMusic understand copyright legislation means they need to have permission when playing music protected by copyright – and the easiest way to do that is with a licence purchased online.
The right music can help boost sales
It isn’t just feelings or good vibes that tell us this, there is a plethora of research on music in business, consumer behaviour, and the psychosocial impacts of sound. These insights allow business owners to increase sales while enhancing their brand. A study in the United Kingdom found pubs with music playing made 48.2 per cent more sales over a weekend than a pub with no music.
Music can not only determine how much customers buy but what they buy
Music can impact a customer’s memory of visiting a business, how long they spend there, and can shape their overall experience and how they interact with a brand. Get the playlist right with some tips from other businesses.
It’s important to match the style and genre of music to the brand
One study found that when a bottle shop played French music, it sold three times more French wine. Similarly when it played German music it sold 2.5 times more German wine.
“Atmosphere is perceived differently for each musical style,” the study explains.
“Pop music is youthful, exciting and fashionable while lounge music is upmarket and more sophisticated; Jazz music, makes a cafeteria feel restful, peaceful and fresh.”
Another study found that 76 per cent of restaurants that play music matching their menu seem more authentic than those that don’t, so choose wisely.
Music can make customers leave, or be happy to wait
Careful consideration is important. When asked about the negative effects of music, 90 per cent of participants said certain music had made them leave a venue and vow never to return.
Owner of Shiny Brew Café and OneMusic licensee Karen Meadowcroft says her business has seen the benefits of playing a carefully curated selection of music.
“Music has such a big influence … if you have the wrong music, it can literally drive customers away. Music is everything,” she says.
Choosing the right volume is imperative to whether guests stick around, or leave
A United States study showed an overwhelming preference for soft music (60-70dB, which is about the same volume as an average conversation) rather than medium or loud music is crucial for creating a relaxing atmosphere.
Ensuring the music volume is consistent throughout the space helps create a seamless ambience, which is only helped when speakers are in a position that is not in directly in-line with customers’ ears or heads.
The music should spread evenly throughout the room and indirectly reach the ears of customers. This can create a high-energy atmosphere without people needing to yell in conversation.
How the music played impacts customer mood
Raising oxytocin is key to people enjoying themselves. One study by Berkley College proved music directly impacts oxytocin and creates a sense of trust and generosity in an individual. Upbeat music in a vibrant atmosphere can achieve this, but so can emotional, hopeful music if the goal is to create a calming atmosphere.
For more information on all things music and obtaining a music licence, visit onemusic.com.au
