Not a Russian hit
Not worse than the images on the mood of buyers affects the music. According to the research Agency Magram Market Research, measured (about 60 bars per minute) melodies often push people to impulse purchases. ” A person under their influence can spend 35-40% more money than he was going to, " says Vladimir Skripnichenko, PR — Director of Magram MR. Such music is recommended to shops of average and highest price category — their clients can afford unplanned expenses. In low-cost stores it is better to use energetic music (90-110 bars per minute), under which people quickly decide to buy and do not create a crowd in the trading floor, experts say Magram MR. In “Adamas” stores musical compositions, including modern arrangements of classics, Blues and jazz, change depending on the time of day, says Yulia nalivkina, head of marketing Department of “Adamas”. In the evening, when there are few customers, a quiet melody sounds, prompting to stay in the store. And during peak hours-dynamic music, forming the pace and provoking the purchase. Zahir from "White wind" believes that with the help of sound you can attract the attention of the buyer to certain goods.
For example, he suggests, to the point of sale of navigation systems, athletes and travelers will be called energetic rhythms, and Housewives in the Department of household goods — calm, reminiscent of home comfort melodies. And in the dealership “Toyota moose Island” with the help of music to calm customers, said Roman Skolsky, Manager of the company "SP Business car". “A year ago, some Toyota models still had queues, so people came to us a little nervous, and the person signing up for repairs, as a rule, is also far from peace of mind,” he explains.
But in any case, the music in the trading floor should be background, formulates the basic rule of sound design Anna Malinina, program Director of the company "Radio 21". This firm offers networks " subscription” on special radio channels with music for stores. But to put Russian-language hits Malinina retailers does not advise, because it distracts customers, forcing to listen to the words. You should take care of the staff: sellers and cashiers often complain that they fall asleep to soothing music, so you need to alternate slow and fast songs, Malinin suggests.
Customers of "Radio 21" were networks “Azbuka Vkusa”, “Stolitsa”, “Mosmart”, Metro, “snow Queen” and “M. Video”, mini-markets BP, car dealerships “Toyota elk Island”, “Panavto” and “Rostokino Lada”. Services of the Soundservice company making musical collections for commercial use are used by supermarkets "Eliseevsky”," Scarlet sails " and Shoe shops Carlo Pazolini.
The smell of success
In addition to sounds, retailers are also interested in smells. ” We see that retailers are showing great interest in aroma marketing, and we think to do this direction“, — says Anna permitina, an employee of the company”Soundservice". Since the end of last year, such services are provided by the company “Radio 21". And the St. Petersburg company “Aromatik", which sells devices and liquids for air aromatization, hopes this year to triple its turnover (in 2005 it amounted to 100 000 euros), its CEO Nikolai Morchkov told Vedomosti. According to him, aroma marketing helps retailers to solve different problems. For example, the St. Petersburg network of furniture salons "Rome “thus emphasized its” expensive and status" character. And the Swabian house restaurant boosted sales of coffee and pastries. M. Video network uses the smell of coffee for additional advertising of coffee machines, commercial Director of the network Mikhail Kuchment told Vedomosti. And in large supermarkets with the help smell bidder can be “suggest the”, where seek coffee, groceries or fruits, believes Morels. "Alcohol supermarkets can provoke customers with a light aroma of good wine or berry smells, and underwear stores can charm shoppers with the smell of vanilla or lavender,” he says. A marketing Director of “Azbuka Vkusa” Galina Yashchuk notes that the smell of fresh bread from the mini-bakeries store well increases sales of food and beverages.
The Moskovsky Department store in St. Petersburg already uses several fragrances: for sections of men's, women's and children's clothing. According to the store employee, they look like an expensive perfume, but so unobtrusive that most visitors do not notice them. Soon "Moscow" aromatizes the Shoe section with the smell of expensive leather, adds the interlocutor of “Vedomosti". But the Shoe chain Carlo Pazolini can not choose the right flavor. ” So far, we are mainly offered aromatic compositions like those used in public places, and we would like other associations, " complains Pavel Noskov, a specialist in the marketing Department of the company. In addition, the company fears that the smells in the salesrooms can adversely affect some buyers and sellers who spend a lot of time in the store. So while the company plans to aromatize only the vestibules of the stores, said Socks.
Part 6: https://zen.yandex.ru/media/id/5d63de89d11ba200ad7a3efd/fashionable-bait-5d94af85c31e4900b2f96335