Target Corporation, one of the largest discount-store retailers in the US, has come up with a new in-store marketing strategy and that is ‘audio branding’ – playing relevant background music at its stores. This is to address the problem of increasing number of its customers going online, many even preferring to buy from Target’s own website and mobile app. The company believes that good music can make a buyer spend more time at the store and bring about a significant difference in the customer-experience. Target is going to play upbeat music at 180 of its 1800 stores in America.
According to various research studies, music has a direct impact on the shopping habits of consumers. That also means that not every kind of music will work. It has to relate to the brand’s culture and at the same time get the buyer into a positive purchase mood.