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Acoustics in Retail Environments WhitePaper

Acoustics in Retail Environments WhitePaper

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While visual aesthetics are usually the priority, acoustics and sound, particularly music, plays a crucial and integral part in the creation of the retail experience. This paper summarises research and introduces relevant acoustic parameters.
While visual aesthetics are usually the priority, acoustics and sound, particularly music, plays a crucial and integral part in the creation of the retail experience. This paper summarises research and introduces relevant acoustic parameters.

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Categories:Types, Research
Published by: Saint-Gobain Ecophon (UK) on May 23, 2013
Copyright:Attribution Non-commercial

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05/23/2013

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Acc  a c 21 c a 
T rl f austis i lig iras ustmr dwll tims
 
C
1. Introduction2. What is noise?3. Where does noise come from?4. The retail acoustic experience who it affects
>
The customer
 
>
The employee
 
>
Sales
5. It’s not just about sound, it’s about sounding right6. Zoning in on different ambiences7. Customer dwell time8. Getting acoustics right in retail through sound absorption9. Conclusions10. References
ecophon:
ACoustiC design And Control in 21st Century retAil environments
 
ecophon:
ACoustiC design And Control in 21st Century retAil environments
1
ic
 A vast number of companies operate in retail spacesin high streets, shopping malls, out of town retail parks,mixed-use complexes and airports. While their inventories vary from fashion to furniture to food, retailers usually have one thing in common; they are passionate aboutmaking their outlets the stand-out destinations wherepeople love to shop.
So how do retailers create that customer-compelling uniqueness?Many invest heavily in the physical design, t-out and reurbishmento their stores. They also need to address the reality that attractingthe online-savvy 21st century shopper over the threshold is becomingincreasingly complex.With the continuing rise o online shopping and a shit in customerexpectations o what the store experience should be, retailers arending they need to oer a more multi-sensory experienceto shoppers.
While visual aesthetics are usually the priority, acoustics andsound, particularly music, plays a crucial and integral part inthe creation o this retail experience.
So retailers turn to the power o acoustics to create their audio logo,reinorce their brand, keep customers in-store longer, infuence salesand even motivate shop-foor employees.It all seems so easy. However,compared to other, usuallymore visual, aspects o design,ar less consideration is givento how this music, or any otherstore-generated sounds, arelikely to be received or heardby customers, as well as theireects on shop sta. And that’swhere retailers can becomeunstuck as it’s not only musicthat makes up the sound o theretail experience. Other store-generated sounds are likely tobe unwanted and may include rerigerators, ventilation plant andelectrical equipment.This paper will address the need or acoustic control in the designo retail outlets and how a comortable aural experience might beachieved to help increase customer dwell times.
Store-generated sounds are likely to be unwanted
Julian Treasure
 
Sound expertand Chairman o The SoundAgency
Most retail sound is inappropriate,accidental and evenhostile and has adramatic eect onsales.
 2
Helen Gavin
 
The University o Hudderseld
Music plays an important role in consumerism, not  just the multi-million pound industry it represents inits own right, but the increasing use o it in shops,bars, and restaurants, where it is intended to havebenecial eects on customers and their likelihood to spend. Consumer behaviour does appear to bemanipulated and infuenced by the presence o music. This is a recognised nding in early researchin the area and has become an established “known” in the retail trade.
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