Specialty Coffee Retailer

Specialty Coffee Retailer February 2014

Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.

Issue link: https://read.dmtmag.com/i/258589

Contents of this Issue


Page 36 of 51

February 2014 • www.specialty-coffee.com | 37 music feeds for co ee shops and other hospitality venues. Newberger knows better than most of us the impact of music. "When you play the right music it will do great things for the guest experience, and conversely, the wrong music will inevitably do bad things for the room," he says. " e overall sensory experience has a huge e ect on a room." Many studies have been done on brain science, Newberger points out, and our brains constantly process music, whether we are aware of it or not. " ere's a part of your brain that is responding to the music and listening to it—even if you don't think you are. at's why selecting the right music is so important. It's important to choose music based on the demographics and the psychographics of your customers and what you want the room to do." When the wrong music is played, Newberger says, it has a huge impact on a customer's experience—even if they can't put their nger on what was wrong with their co ee shop experience. " e most important thing is to understand what your business is like, and knowing what dayparts you have and how they work. Even when it's slow, it's vitally important to play the right music." Lanning uses Pandora at his co ee shop and will do so at his second location, playing it through his iPhone. But he's paying a lot of attention to the location of the speakers. " ey'll be not right above customers' heads. We are putting them mainly in the ceiling area, where they won't be right where the line is or people are chatting. "Music is processed in the subconscious and the e ect it has is greater when you don't realize it's happening," Newberger says. "It's subliminal; customers can't put their nger on it but they know when they've had a pleasant experience. It's the most underrated thing most people don't realize can have an impact." SCR T D' C C, R I. Call or click for a FREE online demo today! sales@coffeeshopmanager.com 866.447.0033 Smart Solutions For Your Shop The #1 Coffee POS now features integrated online & smartphone ordering. www.coffeeshopmanager.com 34-37 sensory feature SCR0214.indd 37 2/6/2014 12:38:43 PM

Articles in this issue

Links on this page

Archives of this issue

view archives of Specialty Coffee Retailer - Specialty Coffee Retailer February 2014