Chapter 1: The Role of Sound in Retail

Have you ever paid attention to the background music while shopping? Regardless of the type of store, the music you hear shapes your shopping experience. Consider what tunes were playing or absent during your visits. Did they evoke certain feelings then, and do you recognize their influence now?

Music impacts our emotions and decisions in more ways than we realize. For instance, when dining at an Italian restaurant, you typically expect Italian melodies to accompany your meal. This pairing enhances the authenticity of the experience, making it feel more genuine.

What about your trips to the grocery store? A 1982 study by Ronald E. Milliman revealed intriguing insights about background music's effect on shopper behavior. When the tempo of the music slowed, shoppers took their time, leading to increased sales. Conversely, faster tunes caused shoppers to move more quickly, which resulted in lower purchases.

Reflecting on the bustling malls of the 90s, one might recall the overwhelming noise and chaos. While it was a popular hangout spot, actual buying often took a backseat to the lively atmosphere. With limited funds at my disposal, I often found it challenging to make purchasing decisions amid the distracting sounds.

Retailers today might benefit from understanding the significant role that sound plays in shaping consumer behavior and, consequently, their sales.

This prompted me to seek insight from experts in the financial sector.

An Insightful Discussion with Interac and Sixième Son

Matt: I’m Matt Howden, the Director of Digital and Integrated Marketing at Interac Corporation, overseeing all marketing aspects for the brand.

Jeanna: Interac collaborated with the sonic branding agency Sixième Son to investigate how sound can influence spending habits.

Val: I’m Val Fleur, the Managing Director and Head of Strategy for Sixième Son Canada. We focus on creating sonic environments for brands to enhance awareness and impact through sound.

Jeanna: This partnership was unique. While Interac’s primary goal is to facilitate financial transactions, they also aim to create a meaningful impact.

Matt: Interac's mission revolves around fostering value exchanges among Canadians. Our services, including debit and e-transfer, touch the lives of many Canadians daily.

Jeanna: Recently, they embarked on an unconventional project involving music.

Matt: Our brand promotes the idea that when you control your finances, you enjoy life more fully.

Val: When you approached us with the idea of developing a track for mindful spending, we found it intriguing. We delved into research to identify the musical elements that influence purchasing behaviors.

Matt: Our previous collaboration with Sixième Son helped us establish a sonic identity, deepening our understanding of sound's role in branding.

The music played in stores is intentionally crafted to encourage spending. Our services focus on using one's own money, emphasizing empowerment and confidence in financial decisions.

Encouraging Mindful Spending

Jeanna: Mindful spending isn’t something we’re often taught. Common phrases like "you deserve this" can be misleading for those on a budget.

Interac and Sixième Son developed a loopable track for shoppers to listen to through headphones, aiming to promote mindfulness during their shopping experience.

Matt: We conducted studies to gauge the impact of this track. Participants reported feeling good about their purchases and experienced a calm demeanor while shopping.

Val: Shoppers aged 25 to 34 spent 38% less when listening to our track, a striking finding that underscores the effectiveness of calm music compared to typical store playlists.

Matt: This project felt rewarding, as we believed it could genuinely assist individuals in making better financial choices.

Jeanna: In our fast-paced world, it’s vital to occasionally slow down and ensure our actions align with our values.

Matt: Authenticity is paramount in marketing today. Many brands struggle with this balance, especially when their values are questioned.

Jeanna: Brands that promote mindful spending gain my loyalty, especially when they show genuine care for their customers.

Matt: Transactions can feel cold; we strive to add a meaningful dimension to that experience.

Jeanna: Ultimately, successful businesses focus on meeting consumer needs rather than pushing their own agendas. This approach fosters long-term sales.

Matt: Our ethos is to "live the best life you can afford," aligning with meaningful experiences and interactions.

Val: Society often prioritizes efficiency over genuine connections, which can lead us astray.

Matt: However, wise spending leads to rewarding experiences. Music plays a crucial role in instilling confidence in purchasing decisions.

Jeanna: Sound is influential. Studies show that lowering music volume in grocery stores can enhance shoppers' relaxation and lead to healthier food choices.

The Changing Landscape of Marketing

Matt: Engaging in financial literacy and confidence is vital. Our sound shopping track exemplifies this connection.

Jeanna: Authentic sound is part of the larger marketing puzzle.

Val: In a visually saturated world, brands must leverage sound to create emotional connections.

Jeanna: It’s essential to offer consumers tangible experiences that resonate with your brand's values.

Matt: The marketing landscape has evolved dramatically over the last few decades. We now have unprecedented opportunities to connect with consumers.

Val: While visual branding elements are crucial, the auditory layer significantly enhances audience resonance.

Working with Sixième Son has been an enlightening experience, and our collaboration on the sound shopping project has been uniquely impactful.

The first video titled Using Sound and Smell to Create a Customer Experience explores how auditory and olfactory elements can enhance shopping experiences, offering insights into the psychological effects of sound on consumer behavior.

The second video, Sound Shopping, delves into the intersection of sound and consumer spending, showcasing innovative strategies for brands to engage with customers through auditory elements.

Jeanna Isham is a sound strategist and author at Dreamr Productions and SoundInMarketing.com, dedicated to educating others about the power of sound in marketing. Follow her on LinkedIn and Twitter.