12 Facts you did not know about instore media marketing

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We all love a good science sound bite every now and then. So on popular demand I have collected twelve surprising paraphrases from scientific publications in our exciting field. Feel free to add your own as a comment!

1. Slow music in a restaurant leads to people taking significantly longer to finish their meals. Also, people drink significantly more when exposed to slow music in a restaurant. (Milliman, 1985)

2. When classical music was played in a wineshop the number of bottles sold was the same as when pop music was played. However, the average price per bottle purchased was significantly higher (Areni & Kim, 1993)

3. When jazz music and soft light were implemented in a fast food restaurant, people ate on average 174 calories less (Bryant, 2012)

4. Women are more sensitive to noise, which implicates music volume should be adapted to target audience gender (Novak, La lopa & Novak, 2010)

5. A positive scent can improve our mood by as much as 40%. (Lindstrom, 2005)

6. Shoppers declared they had shopped for longer when familiar music was playing in the shop. In actuality, they spent more time shopping when unfamiliar music was playing. Familiarity of music, therefore, seems to affect time perception (Yalch & Spangenberg, 2000)

7. While playing classical music in a restaurant, average spendings were significantly higher than when pop music or no music was played (North, Shilcock & Hargreaves, 2003)

8. 18% of a test audience reported remembering hearing instore audio commercials. 41% of them admitted making an unplanned purchase and 36% of them bought a different brand of a product they needed (Arbitron, 2005)

9. One study found that spendings in a casino went up by 45% by adding a pleasant scent to the space. This illustrates how music influences our preparedness to spend money. (Hirsch, 1995)

10. Playing music that was disliked by people waiting in line, actually shortened the perceived waiting time. Music that was liked, however, improved the attitude towards the wait. (Hui, Dubé & Chebat, 1997)

11. Music influences the amount of time people spend in a space. Slow and soft music make people spend, on average, 15% more time in a shop. In that time, purchases can rise by as much as 30%. (Milliman, 1982)

12. Music influences our preparedness to spend money. The right music can make people mentally allocate 21% more value to a product. (North & Hargreaves, 1998)

Thomas van Straaten
Instore media consultant

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