Annoying music sends shoppers heading for the exit

Annoying music sends shoppers heading for the exit

Half of Britain's shoppers questioned in a survey said they had left a shop because they were turned off by the in-store music.
This is the finding of a study carried out by Immedia Plc, which develops music strategies for retailers.

The study asked over 1,000 shoppers about their attitude to in-store music and how music affects them psychologically and emotionally.

The key results showed that:

* Three-quarters of shoppers (73%) notice the music playing in-store.
* Out of those that do, 40% stay longer in a shop if they feel the music suits the ambience. On the other hand, 40% will spend less time there if they feel the music isn't suitable.
* Excluding don't knows, half of all shoppers said they had left a shop because they didn't like what was playing or because it was annoying.
* Overall, a quarter of shoppers (23%) said they would be less likely to return to a retailer if they didn't like the music it played.

Immedia Plc CEO Bruno Brookes commented: "Brands currently spend upwards of £25 billion a year on visual point of sale material*.
"However, while the retail, hospitality and FMCG industries take great care in thinking about what customers see, nowhere near the same investment goes into optimising what they hear.
"In fact, 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. As a result, we are working with an increasing number of high street names who want the competitive edge that a well thought out music and sound strategy will give them."

According to Immedia's scientific advisor Dr Vicky Williamson: "This new survey demonstrates how similarly important `background music' is to our shopping experiences. Music is no less powerful just because it is chosen by someone else.
"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.
"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."

To find out more visit the new 'Sound of Your Brand' website (www.immediaplc.com).
*(source - Institute of Sales Promotion)

Posted: 22 March 2019

 
 
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