Until this year, Target stores refrained from playing background music in its retail locations; that’s all been changing since the Minneapolis-based retailer began testing music in its stores. The Minneapolis/St. Paul Business Journal learned that Target will be rolling out its new audible strategy full-time across 180 stores by the end of the year. The Journal asked Matt Hazelton – one of the Twin Cities’ foremost authorities on commercial retail strategies – for his opinion on why Target thinks this is a credible approach to wooing shoppers.
“Everybody is looking for a way to make the customer experience more enjoyable,” Matt commented. “It’s become less and less about the products and more about the experience.”
Matt added that previous shopping psychology indicated that shoppers should not be distracted while shopping, and that background music added to that distraction. As retailers search for ways to create ambiance that e-commerce cannot provide, Target is willing to take a risk in an attempt to differentiate themselves.
Read the full story about Target’s new in-store, retail strategy on the Minneapolis/St. Paul Business Journal’s website.