Jingling all the way

Walk into Pottery Barn after Thanksgiving, and you’ll hear the soulful sounds of the Jackson 5’s “Santa Claus Is Coming to Town” or Duke Ellington’s rendition of “Jingle Bells.”

You might even find yourself humming along, sticking around longer and buying more merchandise, which is exactly what is on the store’s wish list.

More retailers are taking their music selections seriously, pumping in tunes that will entertain consumers and potentiallyboost their own bottom lines.

“Music always evokes an emotional reaction from people,” said Jeff Daniel, president of Rock River Communications, which produced a dozen holiday compilations this year for retailers.

Music — particularly during the holidays — has become an important tool for retailers such as Pottery Barn, Banana Republic and Starbucks to help build their brand to their customers. For some retailers, the sounds of the holidays have become another profitable stream of revenue and are sold at the stores.

“Part of the experience and the ambience is the music,” said Shannon Jones, Mid-Atlantic regional marketing manager at Starbucks Coffee Co.

The coffee giant began selling compact discs, produced by subsidiary Hear Music, in 1995. This year Starbucks, which already is decorated for the holidays, is selling and playing “Mistletoe & Merriment,” with songs from Nat King Cole, Tony Bennett and Ella Fitzgerald, as well as Vince Guaraldi’s “A Charlie Brown Christmas.” The CD costs $12.95.

“They strike a chord for what our customers would be interested in buying,” Ms. Jones said.

Retail officials agree the right music, played at the right time, can enhance the shopping experience.

“Music can certainly help keep people in stores or drive them out,” said Paco Underhill, managing director of Envirosell Inc., a behavioral research and consulting firm.“It is a very delicate tool. Correctly applied, it does work.”

The key is to play music that appeals to customers.

“They have to match the character of what they play with the customer base they are serving,” Mr. Underhill said.

Pottery Barn usually begins playing its holiday music during the last week in November.

The stores incorporate the chain’s own CDs into their music rotations.

Story Continues →