零售店铺

店内音乐体验不再是零售活动组合中的“背景”元素。反映品牌精神、贴合门店特质的音乐已成为打造完整零售体验的关键，也成为塑造品牌独特气质的必备要素。品牌可以通过属于自己的音乐符号有效地向消费者传递品牌氛围，彰显品牌个性。

零售空间内的音乐在奠定店内环境基调的同时，也会深刻影响顾客的情绪，逗留时间，对产品的主观感受，购买行为等。

在电商不断冲击线下零售的当下，传统零售品牌更应以音乐、香氛、实物装置等营造顾客体验导向的线下购物环境，创造区别于同行业竞争对手及线上购物的感官氛围。

/ Knoeferle, K. M., Paus, V. C. and Vossen, A. (2017), ‘An Upbeat Crowd: Fast In-store Music Alleviates Negative Effects of High Social Density on Customers’ Spending’, Journal of Retailing, Vol. 93, Issue 4, [Available on: https://doi.org/10.1016/j.jretai.2017.06.004]

/ Areni, C. S. and Kim, D. (1993), ‘The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in a Wine Store’, Advances in Consumer Research, Volume 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT : Association for Consumer Research, Pages: 336-340. [Available on: https://www.acrwebsite.org/volumes/7467]

/ Why is Music So Important to Retail Business? [Available on : https://www.moseleyelectronics.com/2017/06/17/why-is-music-so-important-to-retail-business/]

/ 7 reasons why you should play music in your store. [Available on: https://www.lsretail.com/blog/7-reasons-play-music-store]

/ The Subliminal Influence of Ambient Music on Shoppers. [Available on : https://www.psychologistworld.com/behavior/ambient-music-retail-psychological-arousal-customers#references]

/ Music Genres That Increase In-Store Sales When Played. [Available on: https://zenmerchandiser.com/music/genres-of-music-that-increase-sales-inside-the-stores/]

/ Möller, J. and Herm, S. (2013), ‘Shaping retail brand personality perceptions by bodily experiences’, Journal of Retailing, 89, pp. 438–446.

/ Soh, K. L., Jayaraman, K., Choo, L. P. and Kiumarsi, S. (2015), ‘The Impact of Background Music On The Duration Of Consumer Stay At Stores: An Empirical Study In Malaysia’, International Journal of Business and Society, Vol. 16, No. 2.