Shoppers notice if music is playing in a store

Shop owners may feel that the music they play in their branch is just background noise and something that customers don’t pay attention to. However, the study, carried out by Immedia Plc, found that 73 per cent of shoppers do actually notice if music is playing in a store.

The study went on to reveal that 49 per cent of shoppers will stay longer in a store if it is playing suitable music. Another 23 per cent said that if a shop was playing music that wasn’t to their taste then they would consider not returning again.

Bruno Brookes, Immedia Plc’s CEO, said, ‘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.’

Dr Vicky Williamson, Immedia’s scientific advisor, advised, “In specific terms, in-store music should be chosen with care and attention to the brand or product identity. Studies have shown that a poor degree of fit between brand and music can result in negative customer feedback, lower sales, and fewer customer referrals.’

By Lauren King