buyer's forum

the sound of MUSIC

by amy spiezio

Photography:
Peter Baker

Makeup and Fashion Styling:
Leslie Stoeffler Antiles

Hair:
Milexy, Hair of Fairfield

Model:
Alicia Chouinard

Eyewear:
Oliver Peoples style Virgil

When it comes to getting started, from the starting gun to the wedding march, sound is a reliable cue that it's time to get going. When it comes to shipping an issue to the printer, EB/FB's editors have a variety of sound cues that get them started, from the sound of keys clicking on the key-board to fast-paced classics and pop tunes to get them moving and ensure that the work gets done well and on time.

How does this relate to the work of a buyer? After you've walked the show floor, scanned the dispensary, and created a full inventory, a good, sound plan is an important key to getting and keeping customers in the dispensary. Business researchers report that the volume and tempo of music directly impacts consumer activity, providing a soundtrack for their retail experience.

This is most simply illustrated by holiday music, when the right song combinations can put people in the buying state of mind—if played at the right time of year (read: not too early in the year). For the rest of the year, the best everyday music selections aim to please the ears of the targeted demographic group upon which you have your eye. Their favorite songs can get them humming and help the minutes in your dispensary fly as they make their purchase decisions.

Q: What keeps you moving?

■ I like to focus on one task at a time and I find music tends to distract me, so the sounds of silence work for me.

■ I have a traditional playlist of proven favorites that always sets the mood.

■ I'm in the fashion business and part of that is staying up with the music of the day. While music doesn't blow the doors off, people definitely groove while they shop.

To respond, email amy.spiezio@wolterskluwer.com.