Annoying music sends shoppers heading for the exits

A recent study illustrates the danger of retailers leaving the sound of their brand to chance.

Half of Britain’s shoppers have left a store because theywere annoyed by the music.This is the finding of a study carried out by Immedia plc, which develops music strategies for retailers.

Over 1,000 shoppers were asked both about their attitude to in-store music, and about how music affects them psychologically and emotionally.

Key results are as follows:

• Nearly three-quarters of shoppers (73 per cent) will notice the music playing in-store;

• Out of those that do, 40 per cent will stay longer in a shop if they feel the music is well chosen for the environment.

Conversely, 40 per cent will spend less time there if they feel the music isn’t suitable;

• In fact, 49 per cent of all shoppers said they have stayed longer in shops because they like the music vs 45 per cent that don’t;

• Excluding don’t knows, half of all shoppers say they left a shop because they didn’t like what was playing or because it was annoying ;

• Overall, a quarter of shoppers (23 per cent) say they would be less likely to return to a retailer if they don’t like the music it plays.

Commenting on the results, Immedia Plc CEO Bruno Brookes said: “Brands currently spend upwards of €29 billion a year on visual point of sale material (source – Institute of Sales Promotion).

“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 improving staff morale to enhancing the customer experience, to crucially increasing sales.”