Half of Britain’s shoppers have left a store because they were so annoyed by the music being played.
The findings illustrate the danger that leading High Street stores face by not developing a suitable ‘sound’ for their brand, according to a study. Three-quarters of shoppers will notice the music playing in-store and out of those that do, 40per cent will stay longer in a shop if they feel the music is well chosen for the environment. Three-quarters of shoppers will notice the music playing in-store and out of those that do, 40per cent will stay longer in a shop if they feel the music is well chosen for the environment.
The study was carried out on more than 1,000 shoppers, who were asked both about their attitude to in-store music, and about how music affects them psychologically and emotionally. Conversely, 40% will spend less time there if they feel the music isn’t suitable. In fact, 49% of all shoppers said they have stayed longer in shops because they like the music versus 45% that don’t.
But the report, carried out by Immedia Plc, which develops music strategies for retailers, found that half of all shoppers say they left a shop because they didn’t like what was playing or because it was annoying.
And overall, 23% say they would be less likely to return to a retailer if they don’t like the music it plays.
‘Audio is the single most effective way to capture the attention and imagination of people who are on the move inside your shop or restaurant’
This is supported by numerous scientific studies that demonstrate how an effective music strategy does everything from improve staff morale to enhance the customer experience, to crucially increase sales.
Especially given the challenging economic environment, it is important to optimise every element of a customer’s sensory experience.
Capitalising on the general effects of music will only get you so far in boosting a shopping experience. Maximising the positive impact of in-store music requires an understanding of how to match sound and brand.