The DJ’s role expands beyond providing entertainment. Did you know they can also be hired to help boost consumer sales? “Insiders are beginning to realize that the human brain activates in ways that deeply increase business if a live DJ is present playing music in real time…,” states Lauren deLisa Coleman- Former Contributor for Forbes. Coleman wrote an article titled The New Consumer Gatekeepers: Inside the Hidden Power Of The DJ Industry 2.0 in which she discusses this trend in further detail.
There are three different facets of music that psychological studies have shown influence behaviors in stores and restaurants: genre, tempo, and volume.
Genre: Customizing the style of music to fit the type of store can impact purchase decisions. For example, some studies have found that playing classical music in a wine shop resulted in customers purchasing more expensive bottles. Playing Christmas music during the holidays lead to the purchase of more holiday-themed merchandise. In a restaurant, playing music from a particular country can encourage patrons to order cuisine from that country.
Tempo: A study conducted at a grocery store in New York City found that playing slower music lead to significantly more time spent in the store and an increase in gross product sales in comparison to music that was up-tempo. In the restaurant environment, another study showed that slower music increased alcohol sales while faster music lead to shorter stays and less wait time for incoming guests.
Volume: Noise level has a direct effect on the amount of time spent in stores. Similarly to when faster music is played, louder music caused customers to spend less time shopping. Age plays a factor here. Young shoppers are more likely to stay in the stores where music is being played in the forefront. Older shoppers are more likely to spend additional time in a store where the music is more subdued. Gender is also a factor. Loud music causes women to think less time has passed than truly has.
If the DJ can analyze these factors and play to your target audience, business can increase. “Though we still have to educate about this, innovative marketers are beginning to understand that this is not just about a cool factor. DJs actually drive revenue. All the data shows that when we have a DJ in, for example, a retail outlet, the consumer stays longer and the spend increases. They start to get lost in the experience of the music, lose track of time, and next thing you know, they are at the register buying more than they had originally intended. Each of our clients shows the same data over and over,” says Rob Principe. Rob is the founder and CEO of Scratch Music Group, a company that hosts DJ academies; training students that aspire to become DJs.
The DJ can control the experience by fashioning an atmosphere aimed at driving sales. Not only is it a “trendy” choice, but also a business savvy decision to hire a live DJ. “The DJ not only still plays extremely vital parts as both disseminator of music and overall tastemaker but is now increasingly playing a stealth and impressive role in driving actual consumer sales in real time,” writes Coleman. Want a fresh and innovative way to increase sales? Hire a DJ.
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