Retailers who play music in-store are rated more favorably by customers than those who don’t play music at all, according to new research.
Of the customers surveyed, 82 percent said that music improves the atmosphere in retail stores, while 78 percent believe that hearing good music in a store makes them feel 'more positively towards those retailers'.
The research – commissioned by PPL and PRS for Music – found that the value of music in the high street retail sector plays a big role in the customer experience, with people more likely to describe stores playing music as 'more dynamic, upbeat and fun.'
Overall, shops playing music have significantly higher Net Promoter Scores (NPS) according to the research, meaning customers are more likely to recommend those retailers.
The survey of customers aged between 18 and 44 also found that bad music (based on the participants' own assessment) can be worse than no music at all.
89 percent of people said they would return to a store with bad music, compared to 98 percent who would return to a store with good 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.'
Of the customers surveyed, 82 percent said that music improves the atmosphere in retail stores, while 78 percent believe that hearing good music in a store makes them feel 'more positively towards those retailers'.
The research – commissioned by PPL and PRS for Music – found that the value of music in the high street retail sector plays a big role in the customer experience, with people more likely to describe stores playing music as 'more dynamic, upbeat and fun.'
Overall, shops playing music have significantly higher Net Promoter Scores (NPS) according to the research, meaning customers are more likely to recommend those retailers.
The survey of customers aged between 18 and 44 also found that bad music (based on the participants' own assessment) can be worse than no music at all.
89 percent of people said they would return to a store with bad music, compared to 98 percent who would return to a store with good 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.'
