Songs by a president’s wife spur book sales

This weekThe Read asked: what in store music selection results in the greatest sales? Our random poll produced results both expected and unexpected.

Who would have thought that Carla Bruni Sarkozy music tracks would appeal to the customers of Dymocks in Newmarket?

Owner Anne Whelan says, “We find jazz or classical work well. Carla Bruni and Francoise Hardy are always good, Colbie Caillat (modern American folk singer) also. Loud and aggressive is not for us!”

As far as motivating staff with music is concerned, “We find that at the beginning of December Christmas carols work a treat. But by Christmas Eve... enough is enough."

In Dunedin UBS Otago’s Bill Noble says, “We play classical music only, mostly small-scale - e.g. string quartets, piano solo, instrumental solo or with piano, maybe the occasional piece for small chamber orchestra. Periods represented are from Bach to early 20th century French. No Wagner. Not much brass, and, although classical singing and opera are my own personal favourites, we do not play vocal music, other than perhaps some high-end choral renditions of Christmas carols in December.

“For reasons I don't fully understand, many people (including many of our 'posh' customers) regard classical vocal and opera as acquired tastes, and it is not our role or desire to force them to acquire the taste here. We don't play anything which is used in TV commercials (Four Seasons, the Pachelbel Canon). Absolutely NO Andre Rieu!

“Our music is just loud enough so you can listen properly if you wish, but not so loud as to be distracting (just like MUZAK!) We don't attempt to use the music motivationally by varying tempi at different times of the day - in our view it's just one of several elements of our overall ambience. We don't know if it sells more books, but are pretty sure it does no harm.

“We use CDs from a collection of about 200, and the choice is up to shop floor staff on the day. Peer pressure suffices to limit stridency or excessive repetition,” comments Noble.

Simon Smith at Scorpio Books in Christchurch says their store is not really suited acoustically to classical music (and the sound system isn’t good enough) so their selection ranges from early Beatles through jazz to modern American music in the country-folk tradition. Ella Fitzgerald, Johnny Cash and Emmy Lou Harris are mentioned, along with Gillian Welch.
“Our policy is that if customers give us good feedback about certain types of music, we try to find other artists and music in a similar genre. “

Scorpio have a close relationship with nearby music store Radar Records. “They recommend us for books and we refer people to them for music,” says Smith. The record store also suggests music for the bookstore.

Karl Oliver, manager of Whitcoulls at Wellington Airport, explains they are of necessity a music-free store. “We can’t have anything other than ambient sound as customers must be free to hear flight announcements,” he says.

At Whitcoulls Lambton Quay though, music is an important part of the way the store makes people feel comfortable while shopping. “If you see customers singing along you know they like what you’ve chosen,” says Store Manager Linda Moore. Music choices are determined by the time of the day and the kind of day it is with five selected CDs on rotatation each day. These  range from 60’s, 70’s and 80’s compilations to more current artists. Gin Wigmore is on the list along with the Eagles and mixes such as 'Jazz on a Winter’s Night', even Russian opera. “It is important to keep the mood up in store both for customers and for staff,” says Moore. “They need frequent music changes too!"

Beattie & Forbes bookshop is in the Art Deco city of Napier, so it is no surprise that the jazz music of the period is on their playlist.
“When the 'Great New Zealand Songbook' came out it topped the playlist as it included some classic New Zealand tracks that people perhaps hadn’t heard for a while; and as Poi E is so danceable, the staff couldn’t resist a hip swing or two and nor could the customers!” says co-owner Megan Landon. Dave Dobbyn is always popular and Brooke Fraser’s 'Albertine' has also had a good reception.

For the jazz selection they mostly use compilation discs. Norah Jones is liked (except by Megan who has “personally had enough”) and James Brown’s 'Funky Summer' has been getting a lot of in store air time.

Anna Hunt laughs when asked about Marsden Books’ music selection. She is a member of Wellington’s Bach Choir and plays the music of forthcoming concerts as a way of learning the piece “and educating the public… This has been in the past the Bach B Minor Mass, Bach’s Christmas Oratorio, Handel’s Coronation Anthems, Duruffle's Requiem, Handel’s Israel in Egypt, so some quite moving and deep classical works.

“We play a lot of music in the shop and it is often commented on. We go from The Priests, Katherine Jenkins and Susan Boyle to James Taylor, classic chillout and even Leonard Cohen.

“The customers seem to enjoy hearing all the music and we often sell CDs of music we are playing, it is a small but carefully chosen selection!” says Anna.

Also going the classical way is Books A Plenty in Tauranga. “We play classical music almost exclusively,” says Chris Baskett. “Mainly easy-listening classics like adagios but as most CDs are compilations, the odd fiery track comes on and the staff are tempted to burst into dance! We do play some vocal stuff but it is mainly orchestral only.

“The exception to the rule is on stocktake day when we are closed and staff have free rein. Warren (Baskett) plays Dylan that day.”

Sarah Webster of Time Out Bookstore in the Auckland suburb of Mount Eden says the store tends to play music that suits the atmosphere. “Not too intrusive, not too loud, and often quirky or classic.”

Some artists that get played way too much according to Sarah are Beirut, Fleet Foxes, Simon and Garfunkel, Leonard Cohen, Bob Dylan, Ella Fitzgerald and Nina Simone.
“Occasionally we like to go for some classical music too, although nothing too dramatic,” says Sarah.

However of all the stores we contacted, not one can point to a sure fire sales motivator. So here is a concluding plea from Time Out and no doubt every book store in the country: “We're not quite sure exactly what kind of music controls people's credit cards - if you find out please let us know!”