Consumer Mood, Change Agents

Few things affect mood more than music. Just as some bands strike a chord with fans when they reflect the societal mood, some find success by creating music to change the mood, providing an escape from the pressures of the real world. Retailers may be victims of consumer mood during times of global conflict and stock meltdown, but they can also be change agents of consumer mood, creating havens to which consumers want to flock. Engaging consumers through all of their senses-from colors that convey happiness and security and scents that are inviting-makes them want to spend more time in the store. Certainly price counts, but so do friendly faces, helpful associates, and security measures, inviting consumers to turn off the depressing news on the television and spend time in retailers’ stores.

Retailers might not be able to change dramatically the number of shopping bags leaving the store during periods of depressed consumer mood, but they can create places people want to be. Ultimately, consumer mood changes, and the stores that invest in an emotional relationship with their customers, even when customers aren’t buying, are poised to reap the rewards when mood and financial circumstances turn upward. Like the success of the tours of legendary bands, today’s emotional connection often turns into tomorrow’s financial transaction. Look at the popularity and success of Paul McCartney’s 2002 tour in Table 2.1, built primarily on the emotional connection he has with fans from his time with the Beatles and Wings. Just because his fans may not continuously buy all his music, they are willing to invest time with him when he tours.