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Shoppers and employees both happier with music finds study

More than two thirds (70 per cent) of customers have a more positive view of a company’s premises when music is played, with 65 per cent saying the choice of tune can help distinguish one company from another, according to new research.

In-store music provider Mood Media worked with Sacem (the Society of Composers, Authors and Music Publishers) on a pilot study to measure the effects of music on businesses. It measured the differences to customers and employees of introducing overhead music to five French business locations that had not previously played music.

The premises were in the banking, pharmacy, petrol station, optics and sportswear sectors.

Employees were strongly in favour of having the music, with 93 per cent preferring music over no music in the workplace. And while only 33 per cent of customers in ‘serious’ locations – the bank and the pharmacy – thought that adding music would be appropriate, those asked the same question after the music system had been installed had changed their tune: 76 per cent felt it was appropriate.

In banking, customer stated that they felt more confident to have confidential discussions when music was playing, as it reduced the chances of them being overheard.

"This conclusive study reinforces that correctly designed music can improve the ambience and customer experience in a variety of business environments, even in those industries not part of traditional retail.  Every business that welcomes on-site customers and clients into their space has a legitimate reason to incorporate music – not only because it is an integral part of people’s daily lives, but because music is clearly as important to the customer experience as lighting, store layout or other key element design features,” says Mood Media international marketing director Valentina Candeloro.


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