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Playing recorded music in-store can help to put consumers in the ‘holiday mood’, increasing sales and providing a boost to the bottom line, a study claims.
Almost all staff surveyed working in a travel retail environment (99%) agreed that customers would be happier if music was played in-store, while 81% of customers said that playing music creates a better atmosphere for shoppers.
This in turn can help to increase customer ‘dwell time’ – more than half (51%) of customers said they would spend more time browsing in a store playing music, while 76% agreed that they feel more relaxed shopping in shops that play music.
The research by music licensing company PPL into the travel retail sector shows that music can positively influence consumers’ purchasing decisions when booking a holiday.
Around 66% customers agree that playing music removes any awkward silences while shopping for a holiday, while more than half (54%) think that shopping in a store that plays music would increase their likeliness of purchasing a holiday compared to a store that does not.
Additionally, music can enhance positivity and productivity in-store; 95% of staff felt that in-store music creates a better working environment, making them more productive.
The majority (96%) of staff said that playing music in store improves their mood and 83% went as far as to say that they would be demotivated if the music was turned off.
Music can also help to give a brand a competitive advantage in the market place; 99% of staff said that in general they think stores that play music tend to be more modern and appealing places to shop – something that is more important than ever, given the rise in online shopping.
The genre of music for staff is also a key consideration for in-store music – 88% stated that they would prefer to listen to music by recognisable performers rather than sound-alikes, highlighting the value and appreciation for original artist music.
STA Travel UK marketing director Laurence Bresh said: “We find having music playing in our stores creates a relaxed and informal environment for both customers and staff.
“Having a range of music playing in our 50 UK stores creates a great atmosphere to allow time to chat to our travel experts and ensure our customers have all the tools necessary to create their ideal itinerary.”
PPL operations director Christine Geissmar added: “In a difficult economic climate, our research shows that placing music at the heart of the customer experience can reap real rewards – including enhanced customer experience, staff satisfaction, increased dwell time and sales.
“All we ask is that anyone choosing to play recorded music is legally compliant by obtaining a licence, ensuring that all those who invest their time and money in making recorded music are paid fairly for their work.”
Michael Clark, managing director of Imagesound, a supplier of background music, said: “Creating a positive atmosphere for staff through shifts in music tempos throughout the working day, as well as allowing for any personalised playlists during opening and closing hours, amongst other things, can really help to enhance job satisfaction and motivation.
“Equally, in an age where more and more shoppers are turning to the internet, you need to create a bit of retail theatre to inspire those all-important purchases.
“As this research shows, getting that balance right can provide a brand with a real differentiator in a competitive marketplace.”