Keep your shopping habits in tune: This supermarket tactic makes you spend more!

Have you ever found yourself tapping your foot to a catchy tune while reaching for the premium pasta sauce instead of the store brand?

You may have caught yourself humming along to a classic hit from the '80s as you add an extra block of chocolate to your cart.

This is not a coincidence; it's a result of a psychological strategy employed by supermarkets to keep you shopping longer and spending more.


The power of music in supermarkets

Music can evoke emotions, memories and even influence behaviour.

Supermarkets have been capitalising on this by creating radio stations, such as Coles Radio, in collaboration with NOVA Entertainment.


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Upbeat music is often associated with good memories, which may let shoppers spend more when heard at supermarkets. Image Credit: Shutterstock/Bbernard


This station plays a mix of contemporary hits and nostalgic favourites, broadcasting in 800 stores nationwide—but why go to the effort of creating a bespoke radio station?

Research revealed that background music can affect the pace at which we shop and the amount we purchase.

A study published in the Journal of Marketing by Ronald E. Milliman in 1982 found that slower-tempo music leads to slower shopping and increased sales.

Conversely, upbeat music moved customers through the store more quickly, resulting in less time to make impulse buys.


The 'feel-good' factor

The music selected for supermarket playlists keeps shoppers in a good mood.

Dr Robyn Hanley-Dafoe, an expert in psychology and behaviour, explained that marketers use psychological concepts to influence buyers.

'When people feel positive, they are more likely to engage in impulsive behaviours such as spending,' she shared.

'Customers often waver between "Save for the future" and "You only live once" on any given day. When music makes people feel positive, they feel more freedom from worry and doubt, so they spend more money, and the side of "You only live once' wins!'


The Coles Radio phenomenon

Coles Radio isn't just a random selection of songs; it's a carefully curated playlist that aligns with the supermarket's brand and marketing goals.

The station creates a communal experience as shoppers bond over shared musical tastes and sing along to familiar tunes.

This sense of connection can make the shopping experience more enjoyable, increasing the likelihood of customers returning.

What if you want to take the Coles Radio experience home with you?

Shoppers can stream Coles Radio online, allowing you to enjoy the same feel-good vibes outside the supermarket.

While we now understand the strategy behind the music, it doesn't make the songs any less catchy or enjoyable.


So, next time you find yourself in a supermarket, take a moment to listen to the music playing overhead.

Be aware of how it makes you feel and whether it's influencing your shopping habits.

By being mindful of these psychological tricks, you can take control of your spending and make more conscious decisions about what you put in your cart.
Key Takeaways

  • Supermarkets like Coles use their digital radio stations to enhance the shopping experience for customers.
  • The radio's music selection of upbeat and catchy songs may influence customers to stay longer and spend more.
  • Psychological theories suggest that the positive mood evoked by music can lead to impulsive buying behaviours due to the release of endorphins and dopamine.
  • Despite the initial intent, Coles Radio is available for online listening, allowing shoppers to enjoy the playlist outside the supermarket.
Have you ever noticed the music in supermarkets affecting your shopping trip? Share your thoughts with us in the comments below.
 
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I never even notice what music is playing in any shop I go into. Maybe I’ve learnt to tune out from all the hours I’ve spent waiting on the phone for Centrelink, tax office and other government services having to listen to their crappy music.
 
Ok here we go..this is not news.. we have been subliminalized for ever..remember the lifts in old stores with musac..that was suppose to be similair ...and it's all rubbish music..I have noticed with woolworths the music is just repeated over and over..annoying..i have my own music plugged in with my in ear bud...so I don't have to hear their stuff and nothing distracts me..so,I can just get on with what I need to do...just gotta remember not to sing-along..lol..
 
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We have been subliminalized for a long time now..movie theatres etc musac in old dept stores..ie. Myers etc..I remember from when I was a young teenager...always hated that musac rubbish..now it's just repeat repeat which woollies does.coles does similair...I wear an in ear pod so, I listen to my own choices..only gotta remember not to sing along ..lol..
 
No toe tapping music will divert me from my shopping list. And it's actually annoying when people (generally the older set) sing and jig to music in the supermarket. Oh please keep your crap singing in your head.😖
 
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I must be weird, as I do notice the music that's being played at the time. Often it's a catchy tune that I know, so I must be the age that they're targeting .. frightening really!
Perhaps they play different tunes later in the evening when I don't shop.
 
Can I compile the Coles music set lists?

With a mixture of hardcore punk, industrial and techno music, Coles profits would plummet to single figures. Devoid of customers expect for likeminded people such as myself. Over 100 dB would be preferable! :ROFLMAO:
Even worse if they played Opera music. I would avoid the place for sure.
 
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