POINT-OF-PURCHASE COMMUNICATIONS 401Although empirical research in this fi eld has been scarce, the few studies to date seem to
support the idea that physical attributes in the store induce emotional states, which in turn
aff ect consumer behaviour.^77 An experiment in a British supermarket revealed the follow-
ing.^78 Four French and four German wines were put on the supermarket’s wine shelves. On
days when French accordion or Gallic favourites such as the ‘Marseillaise’ or can-can music
was played, Beaujolais and Côtes du Rhône sold extremely well (40 French versus 8 German
bottles), while on the days when German, side-splitting Keller music was played, the German
wine sales rose (12 French versus 22 German bottles). Interviews revealed that consumers
were certain that the kind of music did not infl uence their purchase. Also, in a restaurant
setting, it has been shown that when visitors’ preferred music is playing they stay signifi cantly
longer in the restaurant and spend signifi cantly more on both drinks and food.^79 Another
study investigated an ambient eff ect, consisting of specifi c combinations of music and light-
ing, and a social eff ect consisting of the number and the friendliness of the personnel.
Background classical music with soft lighting as compared with foreground top 40 music
with bright lighting induced a signifi cantly more pleasurable feeling, except when the less
attractive ambient environment was off set by very friendly personnel. Feelings of pleasure
and arousal were found to increase the customers’ willingness to buy ( Figure 12.12 ).^80 I n a
store setting in which the visual dimension or store design factor (colour, layout and dis-
plays), the store social factor (number of employees, the outfi t of the employees) and the store
ambient factor or aural dimension (music) were manipulated, it was found that all three
factors had a signifi cant direct impact on store perceptions (such as merchandise quality per-
ceptions, price perceptions, etc.) and an indirect impact on store patronage intentions via the
evoked perceptions. Th e impact of the design factor appeared to be much stronger than that
of the social and ambient factors, though.^81 With regard to aroma, the link between aromaMusic is an important in-store marketing tool. According to the Canadian marketing expert Jean-Charles Chebat,
the best music is original songs, not ‘easy listening’ versions of songs. Nor is it a good idea to turn on a radio chan-
nel, or to buy a couple of CDs and play the same songs all the time. The latter irritates the staff who, in turn, project
their irritation on the customers. The choice of the type of music can be adapted to specific target groups that shop
at different times of the day: older consumers shop during the day (play their hits); at noon, mostly hurried and/or
stressed people pop in (calm music is called for); after four o’clock teenagers take over (a bit louder and modern);
and during weekends it is mostly families who do their shopping. They want to shop efficiently and need fast music
to create the illusion of a ‘blitz visit’. At the checkout they need slow music to create the perception of shorter queu-
ing times. The customers do not need to know the music. They just need to recognise it, and feel that the shop
atmosphere fits in with their lifestyle. Combining smell and music is even more effective. Fast music calls for citrus
odours; slow music connects with lavender. Supermarkets creating the right atmosphere using music and smell
have seen their turnover increase by as much as 40%.
Several marketers understood the previous message well. The luxury brand Delvaux decided to play more jazz
and pop-electro music in its shops, instead of classical music, because it wanted to attract younger people. The
British clothing retailer Donaldson plays 1960s’ hits, because its public mainly consists of baby boomers. The Swiss
Chocolate chain Galler discovered the positive impact on its clients of the smell of vanilla, and artificially creates it
in all its shops. People with a sweet tooth cannot resist the smell of burned nuts or cacao beans. In shops where
Galler operates cacao burners, turnover increased by 20%.^76BUSINESS INSIGHT
Seducing consumers on the shop floorM12_PELS3221_05_SE_C12.indd 401M12_PELS3221_05_SE_C12.indd 401 5/6/13 2:58 PM5/6/13 2:58 PM