MUSIC & RADIO|RESEARCH

SOUND MATTERS

Sound generates feelings and emotions, feelings and emotions drive behaviour

We use sound to influence retail behaviour from increasing shopper dwell times and spend, to providing an ambience that staff really want to work in, creating a positive uplift in their experience and improved customer satisfaction ratings

INFLUENCE BEHAVIOUR

76% believe they

can positively

influence the

behaviour of

customers

through playing

music

INCREASE DWELL TIMES

60% of

shoppers said

they would

spend more

time instore if

they hear

music they like

INCREASE PRODUCTIVITY

61% of retailers agree that playing music increases

employee productivity

OUR RESEARCH

In our recent study we investigated the

influence of music “fit” on:

Staff performance

Customer behaviour

Overall atmosphere

SURVEY

4 weeks

6 stores

520 customers

72 staff

Commercial

Sound-a-like

Unsigned

Removed in accordance with Client Confidentiality Sensitivity

WHAT SHOPPERS SAY

HOW DOES MUSIC REPRESENT YOUR STORE?

0102030405060708090

100

Before

After

Music liking in the second

part of the trial was +19.1%

More than 90% rated

commercial music as fitting

the store identity

DID YOU LIKE THE ATMOSPHERE?

75

80

85

90

95

100

Before

After

The average atmosphere liking

rated by customers

Before: 87.5%

+9.4%

After: 96.9%

HOW MUCH DOES MUSIC INFLUENCE THE ATMOSPHERE LIKING?

Average atmosphere liking due to

the type of music

Before: 27.6%

+24.7%

After: 52.3% 0

10

20

30

40

50

60

70

80

90

Before

After

WHAT TYPE OF MUSIC?

Commercial + 45%

Sound-a-like + 20%

Unsigned + 5%

0

10

20

30

40

50

60

70

80

90

Before

After

CERTAIN MUSIC TYPES ARE MORE APPROPRIATE FOR

CERTAIN STORES (MACHLEIT AND EROGLU, 2000; YALCH AND SPANGENBERG, 2000)

DOES MUSIC INFLUENCE STAFF PERFORMANCE?

Staff have performed better in

the second part

Before After

55.86% 71.53%

+15.67% 0

10

20

30

40

50

60

70

80

90

Co

mm

erci

al

Co

ver

Un

sign

ed

Before

After

EMPLOYEE FEEDBACK

PREFERENCES FOR MUSIC

Staff music preferences

Commercial 90%

Cover 13.9%

Unsigned 2.8%

PREFERENCES & FAMILIARITY AFFECT POSITIVE BEHAVIOUR

CHANGE, PRODUCTIVITY & JOB SATISFACTION (LESIUK, T. 2005)

EMPLOYEE FEEDBACK Staff comments on their music preferences

“Good music

can make me

happier &

more

energetic”

“Good music

makes me

more likely to

work faster”

“Music needs to be

upbeat all the time &

need to be sung by

original artists.

It is annoying &

embarrassing!”(Before)

“...if it's versions

that are not good

then that changes

my mood”

DO STAFF PERFORM WELL IF THEY DON’T LIKE THE MUSIC?

Staff were reported -6% less helpful

with unsigned, +10% commercial

Lower liking for

music

Less customer approach

LESS REPETITIVE MUSIC

Staff reported music to be

repetitive:

Before 72.7%

8% less

After 65.2%

VARIATION IN THE MUSIC & AVOIDING LONG EXPOSURE TO

THE SAME RHYTHMS AFFECT THE EMPLOYEES' ATTITUDE &

BEHAVIOUR (LESIUK 2005)

EMPLOYEE FEEDBACK Staff comments on repetition

“it makes the

time feel really

slow. Makes

me bored!!”

“I think hearing

the same song

over and over is

very annoying”

“Music is slow and

depressing. I feel I

don’t want to be

on the shopping

floor...”

“Makes me

work slower &

become

demotivated”

“When it

repeats so

often it drives

me mad” “It is

annoying!”

SHOPPER FEEDBACK Comments on music choice

“Cover

Music is

awful !!”

“Change

the music!

It is way too

cheesy”

“Change music

into original

instead of

covers”

“More original tracks would make store appeal to me

more as it would seem less chavy”

“Play music from actual artists ”

SOUND MATTERS

Music liking in the

second part of the

trial was +19.1%

More than 90% rated

commercial music as

fitting the store

identity

SOUND MATTERS

Commercial music

improved the

atmosphere liking

up to 45%

Our music improved

staff performance

up to 15.67%

SOUND MATTERS

90% of the staff prefer commercial music

while working

86% of the people prefer commercial

music while shopping

OUR CYCLE OF POSITIVE PURCHASING

Good and

likable music

Positive atmosphere in the shop

Customers stay longer

Staff more motivated, more helpful

Customer satisfaction

Attitudinal loyalty

Behavioural loyalty

Return

AT YOUR SERVICE

020 8931 9300

WWW.CENTRERADIO.CO.UK

SAYHELLO@CENTRERADIO.CO.UK