Word: denison
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...rescoring unappealing music. It seems simple, but while many businesses have mastered the art of influencing shoppers through sight (with alluring displays) and smell (say, by piping the odor of fresh coffee throughout a store), few have focused on the smart use of sound, says retail psychologist Tim Denison of the British Retail Think Tank. But that's changing. U.S. firm Muzak used to be the butt of jokes for its bland elevator music, but it now supplies some 400,000 shops, restaurants and hotels around the world--including Gap, McDonald's and Burger King--with songs tailored to reflect...
...rule seems clear for retail soundscapes: slow is good. As people's biorhythms often mirror the sounds around them, a gently meandering mix of classical music or soothing ambient noise encourages shoppers to slow down and relax. And, says Denison, an unhurried consumer is exactly what retailers want. "If customers are moving less quickly," he says, "they're more likely to engage with a product and make a purchase...
...Muzak formed a partnership with ScentAir, a U.S. firm that specializes in installing inviting aromas in hotels, restaurants and stores. "Instead of asking a customer, 'How does it sound?' when they walk into a business, we're now saying, 'How do you feel?'" says Muzak's Finigan. Shopping psychologist Denison says growing competition for the attention of time-pressed consumers will force businesses to focus more on the total sensory experience they provide: "Retailers will have to make their stores more stimulating." The message, loud and clear: master the senses, and pump up the sales volume...
...rule seems clear for retail soundscapes: slow is good. As people's biorhythms often mirror the sounds around them, a gently meandering mix of classical music or soothing ambient noise encourages shoppers to slow down and relax. And, says Denison, an unhurried consumer is exactly what retailers want: "If customers are moving less quickly, they're more likely to engage with a product and make a purchase...
...Muzak formed a partnership with ScentAir, a U.S. firm that specializes in installing inviting aromas in hotels, restaurants and stores. "Instead of asking a customer, 'How does it sound?' when they walk into a business, we're now saying, 'How do you feel?'" says Muzak's Finigan. Shopping psychologist Denison says growing competition for the attention of time-pressed consumers will force businesses to focus more on the total sensory experience they provide: "Retailers will have to make their stores more stimulating." The message, loud and clear: master the senses, and pump up the sales volume...