This week, a new U.S. Post Office/Hallmark Store location opened near my office. Meshing these two concepts together seems a smart idea.
However, a missing element made the experience strange---there was no music. It was oddly and uncomfortably quiet.
Maybe the music system isn't active yet? (After all, they hadn't yet removed the plastic protector sheet from the cash register "amount due" screen).
Until the music is wrong or missing, we often take ambient, background music for granted.
Setting The Mood
It is proven that up-tempo music moves shoppers faster through the grocery store. Calm music helps you study and eases stress in hospital waiting rooms.
Starbucks Coffee was so successful with its retail background music that it built a multimillion dollar business by selling CDs compilations of its music. In the 90s, the music Starbucks played overhead helped create what became the "Starbucks Experience."
This post office had NO mood. That is what made the experience weird and a little unsettling.
Authenticity
In the United States, when you dine at most Italian, French, German, or Greek restaurants, they'll be playing traditional Italian, French, German, or Greek music---it adds authenticity to the experience.
(What's ironic is that when you dine in Italy, France, Germany, or Greece, the restaurants play American 1980s rock music. Something isn't right about enjoying souvlaki in Athens with a view of the Parthenon, while "Karma Chameleon"' by Culture Club plays overhead.)
Movie Soundtracks
We know in motion pictures music drives the mood of the scene. How important is it? Take a minute to watch this recut trailer for the thriller, 'The Shining. With a different soundtrack (and clever editing) the movie presents itself as a romantic comedy. (If you haven't seen the movie, here's the original (disturbing) trailer.)
What is the soundtrack for your business? Does it match your intended storyline?
Hold Music
I was recently on hold to speak with a customer service rep about a problem. They happened to be experiencing "unexpectedly high call volumes" (they always say that), so my expected wait time was "six minutes." The low-quality, classical music, hold music loop was only around 20 or 30 seconds long. I had to listen to it over and over. It made my wait more painful---especially since I was already upset about their billing error. The right music---or at least varying the tune---would have helped.
What do your customers have to listen to when you're busy?
Disney Theme Parks
In addition to decor, color scheme, architecture, and costume, Disney uses music as a tool in their parks to support the theme they're creating. Speakers hidden in bushes and buildings broadcast the soundtrack for each themed area: Adventureland has jungle sounding music, Tomorrowland sounds like the future.
What theme are you creating? Does your music support that?
What's Your Soundtrack?
It is amazing the importance music plays in enhancing (or detracting from) your customers' experience. The proper soundtrack can create congruence for the experience you are trying to set for your customers.
Are you paying enough attention to this detail?
