New research has revealed that stores playing music are more likely to benefit from customers recommending those retailers to other shoppers. People visiting stores where they hear music are also more likely to enjoy the visit, while those surveyed said they would be likely to return to those retailers.
The survey of 1,031 shoppers shows that stores playing music have significantly higher Net Promoter Scores (NPS) than those who don’t play music at all. NPS measures a customer’s experience and willingness to recommend a brand to others.
The research looks at the perceived value of music in the high street retail sector and highlights the positive impact music can have on customer experiences – as long as the song selection is appropriate for the store.
Of those questioned aged between 18 and 44, the survey found that 82% believe music improves the atmosphere in retail stores, 79% enjoy listening to music when shopping, and 78% believe that when good music is played in stores, it makes them feel more positively towards those retailers.
The findings also revealed that 66% think that more stores should play music, while 62% are more likely to stay longer in stores that play good music. The research was commissioned by PPL and PRS for Music.
Peter Leathem, chief executive at PPL said: “These findings illustrate the important role music can play in creating the optimal retail customer experience. What’s interesting is that some of those surveyed specifically said that stores should play music which is relevant to the brand and the customers who shop there. This shows just how music savvy customers are these days, and highlights the importance of a well-planned music strategy to satisfy customer demand for good music”.
Paul Clements, commercial director, PRS For Music, said: “It's great to see that music is as popular as ever in the retail space and can have a real impact on customer satisfaction. This research shows that when it is used in the right way, music is an important factor not just in encouraging customers to spend more time in stores, but also in establishing positive feelings towards those retailers. The right music can really add a dynamic element to a brand’s identity.”