Music has retailers singing

By KATHERINE HOBY and NZPA

Shoppers might not notice the subtle changes in music but a recent international study suggests the kinds of tunes played may influence what people put in their trolleys.

Experiments by scientists at the Roehampton Institute in London have shown the dramatic way music can influence human behaviour.

In one study, a display of French and German wines was set up in a supermarket.

When French accordion music was played, French wine outsold German vintages by five bottles to one. When German trombone music was played, German wine outsold French by two bottles to one.

Professor David Hargreaves, leading the research, said that when playing the French and German music "we found if music fits the advertised product then that product sells well."

Westfield shopping towns director Grant Hirst said music in malls was all part of "atmosphere creation."

"Music can work a change of mood on people. You had better get it right if you're a retailer. If people are feeling happy they tend to spend more, so it can be very important."

Shoppers at two Tauranga supermarkets said background music affected their mood. The checkout manager at the New World supermarket in Freemans Bay, Glenise Grant, said the supermarket mainly played songs that were heard on the radio. "It's an environmental thing."

New World shopper Paul Wacker agreed. "It's a mood influencer. Calming music would keep you in a supermarket longer," he said.

He did not think types of music would make him buy types of products.

Grey Lynn Foodtown duty manager Chris Joyce said music was not used to target customers, but "it creates a bit of an atmosphere. I find working with music relaxing."

Foodtown shopper Adriana Tuscia said pleasant music tended to make shoppers take their time and look around more.

She said she would not be surprised if stores did use music to make people subconsciously buy more.

Ann Merchant, of Tauranga, said she did not pay much attention to the music in Pak'N Save but felt less stressed if it was slow or classical.

"If it's a slow tune I might slow down a bit and take time over my purchases. And I guess I might buy more if I take more time," she said.

"If it's a fast beat it might make me flustered and stressed and I will rush through the supermarket."

Joan Stevens said she did not even notice there was music being played at the supermarket.

"Mind you, I was encouraged into buying wine and picnic food when I heard George Gershwin in a deli the other day."

Pak'N Save was playing a range of easy listening music, including Cat Stevens.

Woolworths did not appear to have any music playing.

Big Fresh had a range of commercials playing.

Another of the London studies involved playing hold music on telephone to see if any variety would make people stay on the line longer. Pan-pipe versions of well-known Beatles songs kept people on the line the longest.