At that time we learnt that is the ‘feeling’ that drives the desire that leads to the purchase.
As Maristella Feletto explained, Neuroscience has shown that the purchase process is: “By feeling at an emotional level, you are already involved in the story that you imagine with that object. So I act by buying the product and I rationalise it by justifying the purchase”.
Enrico Nonino, sensorial marketing expert, explained the importance of the in-store auditory/musical experience in his book ‘Experiential Marketing: the Sound Experience.’
“Why does a brand need sound? Music stimulates a universe of memories in the individual, it is connected to our unconscious sphere […].
The sales point is the primary place of involvement between the client and the brand […].
The emotional response of the consumer is the result of their perception of the service and environment. Competition is tough nowadays and it is vital to know how to guide the purchasing experience through environmental control.
Making the most of the evocative and emotional power of music allows clients to totally immerse themselves in the values of the brand and this is reflected in the time they spend in the shop, influencing not only purchasing power but above all, customer satisfaction.”
This is a real discipline with no room for improvisation.
The choice of the ‘musical flow’ is never random: repetitive arrangements, notes, volumes and frequencies are all the result of a sound strategy designed to have a positive effect on the client’s mood.