My life has always been about music, in some shape or form. Whether it was creating mixtapes in middle school, putting together playlists for parties in high school and college, or my many years in the radio and TV industry, music has always played a vital role. So, I guess you can say to some extent, all of the hits and misses in this area have made me a “sound” expert.

According to my “research,” once a sound wave reaches your ear, your brain recognizes it in 0.05 seconds. That’s 10 times faster than a blink of an eye! So, trust me when I tell you, the first thing that registers with a customer when he or she walks into your business is sound. Not what they see. Not what they smell. It’s what they hear that travels fastest to their brain.

The point? If you want to make a great first (and lasting) impression with people who walk into your business, the sound playing throughout your business is absolutely crucial, and here are five reasons why.

1. Customers stay longer

Music creates a comfortable vibe and welcoming atmosphere. It evokes emotion, even if your customers don’t realize it. I’ve witnessed this first hand so many times in casinos , where guests are sitting at a blackjack table, grooving to the beat, which, other than how the cards are falling, can make or break their level of fun and enjoyment. And if your customer is relaxed and having a good time, it’s only natural that they’re going to stick around longer.

2. Increases customer spend

It’s pretty simple. Increased time spent at your business by the customer leads to increased spend. Research backs me up. The good folks at HUI Research completed an extensive field experiment on background music in restaurants back in 2017. The results showed that a carefully selected playlist of music playing randomly selected popular songs instead of music that was brand-matched for a business led to a 9.1% decrease in total sales. “When done right, music has a major positive effect on sales,” said Professor Sven-Olov Daunfeldt, who led the study. “Play the wrong music, and you just might find that you’re alienating that very same customer and selling significantly less.”

3. Creates a connection with the customer

So, if your customer is staying longer and having a great time in the process, the entire experience is going to resonate and, in turn, create a connection. And, of course, this will likely result in customer loyalty and repeat visits. Some more numbers to back me up: A recent study by Walnut Unlimited suggests that 90% of shoppers say they’re more likely to revisit a brick and mortar business if the music, visuals and scent create an enjoyable atmosphere.

4. Helps the atmosphere match your brand

Every business needs to keep their customer in mind when deciding what the music and messaging is going to be throughout the property. If the demographic of your venue is mostly Baby Boomers, you’re not going to want a lot of alternative rock from the ’90s crashing through the speakers.

In some cases, such as with New Level Radio clients like MGM Grand in Las Vegas or Foxwoods Resort Casino in Connecticut, the property is massive. There are dozens of different zones at these properties spread out over hundreds of thousands of square feet. And the demographic of each zone’s clientele changes throughout the day.

The programming New Level Radio creates is unique to every client, based on the business type and the customer. This is essentially why New Level Radio is perfect for a casino. We can play the specific music and messaging to match to the kind of customer and the atmosphere, no matter what time of day or night, or who the clientele may be.

5. Boosts staff productivity

As a business owner, you know this all too well. If your employees are engaged and pleased with their working environment, chances are they are going to be more productive. Toss in the fact that they’ll be interacting with happy customers, and you not only get a boost in productivity, but improved alertness and a more jovial mood overall.

Yes, I’ve got more numbers to prove my point. In a study conducted by the University of Windsor in Canada titled, “ Psychology of Music ,” it was observed that “positive affect and quality-of-work” were at their lowest when there was no music in the workplace, while a “positive mood change and enhanced perception” were seen from employees, simply with the addition of the right music.

If you’re looking to create the optimal atmosphere at your business and hit your customers with targeted and timely messaging, New Level Radio can develop a 100% customized and curated in-store radio network unique to your property. Our team will walk you though our state-of-the art software and solutions that allow you to change and shift in real-time.

Book a demo with us today !

Under the guidance and vision of Nathan Green and his partner Sam Ambrose, New Level Radio launched in 2007, creating a new niche in the radio and music industry. Today, the Denver-based company delivers customizable radio networks for hundreds of businesses all over the U.S., particularly the casino industry. When he's not on an airplane or creating a new playlist for a property, Nathan is typically at home in Denver with his wife and kids, working on new ventures, running a road race, or listening to music with the volume turned up to 10.