[TN-Bird] Birdsong increases spending?
- From: Thais Carr <thaiscarr@xxxxxxxxxxxxx>
- To: "tn-bird@xxxxxxxxxxxxx" <tn-bird@xxxxxxxxxxxxx>
- Date: Sat, 24 Mar 2007 08:36:42 -0500
I thought this article about the use of bird sounds to increase shopping wa=
s
interesting. I'd be curious to know the psychology behind it-perhaps bird
sounds increase a feeling of well-being? Or perhaps because these days
being in airports feels pretty confining and bird sounds help decrease that=
?
Thais Carr, Thompsons Station
Why birdsong makes you shop more
LYNDSAY MOSS
IF YOU'VE ever been to Glasgow airport and imagined you heard the sound of
birdsong as you waited to board your flight, don't worry - you weren't in
cloud cuckoo land. But you might want to check your bank statement.
Experts have been carrying out tests in the airport to see how the
"soundscape" can help improve passengers' experience and make them spend
more money in the process.
A mixture of computer generated ambient music and bird sounds has been
subtly played into departure lounges.
The trial at Glasgow is believed to have increased sales in departure loung=
e
shops by between three and 10 per cent.
BAA now plan to carry out a similar experiment at another of their airports
later in the year - but minus the birds.
The technique is the brainchild of Julian Treasure, chairman of strategic
sound consultancy business The Sound Agency. He has also worked with
companies including Marks & Spencer, The Body Shop and InterContinental
Hotels.
Mr Treasure, whose book Sound Business details how sales can be boosted and
productivity lifted by the power of sound, said companies needed to take th=
e
noises they made very seriously.
"Sound affects human beings profoundly. Psychologically, it changes moods
and emotions.
"It changes how effectively we can think and in terms of behaviour it can
change what you do, choose and spend.
"Many businesses spend millions on their design and how they look, but they
do nothing about how they sound.
"The sounds you hear in shops, offices, in caf=E9s are often just the result
of how things are. No thought has been put into them. We are trying to
encourage business to change that."
Mr Treasure said supermarkets were the worst sound offenders, followed by
shops, offices and airports.
He said there was a "huge opportunity" to improve the soundscapes and
improve many businesses.
Mr Treasure said in the trials at Glasgow airport at the end of last year,
the sound was generated in a way so it was never repeated and passengers di=
d
not get bored of hearing it.
"The effect on passengers was very profound. They enjoyed it. They found it
restful."
It is thought that the relaxing effect of the sound also encouraged more
browsing in the shops, and so more spending.
Charles Byrne, head of sponsorship and experience at BAA, said the trial at
Glasgow was deemed to be a success.
"It helped to improve the experience of passengers at the airport because w=
e
were providing an appropriate soundscape.
"There was also a sales benefit. It was not enormous, but it was there," he
said.
Mr Byrne said they were now looking at how they could take the idea forward
with a trial at another airport.
But he said they would be taking away the birdsong in the future tests.
"The feedback from passengers was largely positive, but we did get one or
two who were worried that there were birds in the building," Mr Byrne went
on.
Dr David Lewis, a consumer psychologist, said more and more businesses were
starting to take notice of the importance of sound in their premises.
"They realise that sound is not just background noise. It does affect how
people behave."
"People do not like silence but it is how you fill that silence.
"I think sound design will become more important as stores compete with eac=
h
other."
More noise less work
OFFICE workers are also the victims of noise pollution at work, according t=
o
experts.
Julian Treasure, from The Sound Agency, said research showed that working i=
n
a noisy office could distract employees so much that it could cut
productivity by as much as two-thirds.
He said this was a particular problem in an age where more companies are
opting for open-plan offices.
"Often if you work in a very noisy environment it is hard to concentrate,"
he explained. "If you cannot concentrate, it takes longer to do what you ar=
e
doing."
Mr Treasure said offices needed to supply quiet areas where people could
work.
"What we suggest is that there is a working space, meeting space and quiet
space in offices.
"People can then go and work for as long as they want in complete silence; =
a
bit like a library," he said.
This article: http://news.scotsman.com/index.cfm?id=3D455162007
Last updated: 24-Mar-07 02:22 GMT
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