InAVate : Half of Britain’s shoppers have left a store because they didn’t like the music and a quarter said a bad aural experience would cause them to never return, according to results of a study carried out by Immedia. The company develops “music strategies” for retailers and claims that the finding demonstrate the danger that brands face by not considering sound carefully. More than 1,000 British shoppers were asked about their attitudes to in-store music over one week at the end of September 2011. Three-quarters said they
noticed the music playing in-store and out of these 40% stayed longer if they felt the music was well chosen for the environment. Forty per cent said they would spend less time if the music wasn’t suitable.Bruno Brookes, CEO of Immedia, said: "Brands currently spend upwards of £25 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 improve staff morale to enhance the customer experience, to crucially increase sales.Read Full: InAVate - Bad music drives shoppers out of stores
noticed the music playing in-store and out of these 40% stayed longer if they felt the music was well chosen for the environment. Forty per cent said they would spend less time if the music wasn’t suitable.Bruno Brookes, CEO of Immedia, said: "Brands currently spend upwards of £25 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 improve staff morale to enhance the customer experience, to crucially increase sales.Read Full: InAVate - Bad music drives shoppers out of stores
