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MUSIC & RADIO|RESEARCH
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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
