How Background Music In Salons Influences Buying Behavior?
The beauty business is built on customer loyalty and relies on return visits to grow. The effect music has on our subconscious can cause changes to our moods, habits and behavior, which means that, from a business perspective, we can use this to engage customers and encourage their return.
At a time when customers come to unwind, rejuvenate and be pampered, having the right salon background music to listen to and enjoy can enhance the experience greatly. Not only this, but overhead background music can influence how customers perceive your business and whether they choose to return or go elsewhere.
Music is a mood-evoking trigger and salons, no matter what type, are all about pampering the customer and making them feel as comfortable as possible. As different types of music affect moods in different ways, your choice of salon background music needs to specifically be tailored to the atmosphere that you’re trying to create as well as your usual demographic.
Brand Identity
The hair and beauty industry is one that relies heavily on fashion, trends and culture, which all have strong links with music, and the highest-ranking businesses in the field are those that optimize these things. Overhead Background Music should be part of the package, with a carefully-selected soundtrack to market and enhance your offering. Although it may be a subconscious impact, this will help to mold your customers’ view of your brand when they visit your salon.
Increasing Dwell Time and Customer Spend
Using music to assist in providing an enjoyable customer experience and great service will create trust and persuade customers to both recommend you, and return themselves. We also know that people are likely to take their time and spend more money when listening to music that they like, particularly if it has a slow tempo.
Most salons display retail products near their waiting area and this provides a host of opportunities; heightening consumer senses with clever selection of background music; entertaining customers and building an ambience while they wait and browse; creating the perfect setting for increasing customer spend – all the while prolonging the in-store journey.
Customer Enjoyment and Relaxation
It’s been proven that certain types of music have beneficial effects on our physiological functions, slowing the pulse and heart rate, lowering blood pressure, and decreasing levels of stress hormones in our bodies. These effects all contribute to a sense of relaxation, which is one major reason why customers frequently enjoy visiting a hair or beauty salon. While music can be a great basis for interaction and conversation – something that customers seeking a more social experience would take pleasure in – the right in-salon music can provide a distraction from our everyday stresses, allowing us to switch off, sit back and relax.
Make Sure Your Music is Legal.
You may feel that your favorite playlist from pandora or spotify will suffice for music in your salon. But, “not so fast!” … Both of these streaming services clearly state that in order to play their music in a commercial setting you must purchase the necessary commercial performance license.
Maybe you’re thinking simply playing the radio is the best option for providing music at your salon? Every year numerous salons, restaurants and other establishments have been sued for copyright infringement because of playing music without paying the necessary licensing fees to do so. In order to play music in a business setting, permission must be acquired from the composer or license holder. Such licenses can be obtained from Performance Rights Organizations, such as ASCAP, BMI, SEASAC. These can often come with a hefty price tag and you must purchase licensing from all three P.R.O.’s
Recently, for example, ASCAP filed 10 legal actions against bars and restaurants across the United States. In fact, in a recently settled case ASCAP (one of several Performance Rights Organizations) was seeking between $3,000 and $120,000 in damages, court costs and attorney fees under federal copyright laws. In New Jersey, Amici III Ristorante didn’t have permission to play Rolling Stones’ Brown Sugar, Elton John’s Bennie and the Jets and Your Song, and Amy Winehouse’s You Know I’m No Good, and the restaurant was thus fined $24,000 ($6,000 per song).
We can provide you with an affordable legal music service for your hair salon, or barber shop which will match your brand, entertain your customers and create the right atmosphere for your business.
Final Thoughts…
Everyone knows that beauty parlor and hairdresser clients are more likely to return on a regular basis if they find the salon or parlor to be a relaxing and welcoming environment. Therefor the type of music you decide to play at your salon can considerable effect both your salon’s first impression, and can help to build your reputation and customer satisfaction and loyalty.
Choosing the right salon music playlist isn’t the easiest task as it takes time, but it’s definitely worth it. Whether you are just getting started with working on your salon retail strategy or simply looking to brush up on some innovative ideas for selling more retail than ever before, Contact Original On Hold — We have a team of music experts on hand to help you fully manage your music brand!
