For SME type businesses, is it to show that the business is cool, progressive and in tune, to differentiate itself from its competitors that don’t? There is certainly no shortage of critics, or self-declared “Christmas haters”.
The answer, I feel, lies in understanding who benefits from the Christmas music? Who are your customers and where will they hear your music?
The Christmas effect
Examples help us understand who the music is for and how to optimise the experience. How do you transform your typical shopping centre into a winter wonderland, full of splendour and connect to your shoppers? Aside from the grotto, lights and decorations, it’s simple – music!
If you want to evaluate how important music is to your environment, remove it, and observe it with and without its music. This Christmas when you’re shopping stop and notice what is playing, and what the ambiance would be without it?
Timing is key
For many of the centres we work with, Festive music begins around the Christmas Light Switch on, a defining day in the launch of the Christmas shopping season!
This usually starts around the 15th November (or slightly earlier for those eager beavers!). From here, the music plays right up to the 25th and for some into the New Year.
This creates an interesting dilemma – ‘When does the Christmas music actually stop?’ Retail suggests that Christmas ends on the 25th/26th of December. However, don’t the 12 days of Christmas start from the 25th?
In retail, we can establish that Christmas music will begin around the 15th Nov, ending by the 25th or 31st December. The critical key, however, is the execution.
Who are you playing your Christmas music to?
Customers of course! Is that what you thought? Well yes, generally you’re right, but that’s not all.
Did you think about your staff? They are perhaps the most important consideration when choosing when and how to play the music. Staff are your first line of contact with customers, and the human factor can influence whether your customers have a good or poor engagement with your brand.
Your staff are your brand ambassadors and the key to your sales success. There’s a lot of well-established research that links the effect of music on behaviour. Get your in-store music wrong and the downside is significant. Staff retention, motivation and behaviour are influenced by in-store music, and this behaviour can impact the consumers’ purchasing decision.
Before you press play, consider what 18 tracks of Christmas songs on repeat will do to your staff. We’re all familiar with the Chinese water torture routine – you leave someone in a room with a tap dripping all day and night! Looped CDs in retail are the modern-day equivalent in the retail context.
Music speaks volumes
Make your music varied, non-repetitive and refreshing! Equally, how do you define your Christmas music? Pop culture offerings, or classic Christmas tunes?
Transition for effective delivery of Christmas music
