But survey finds the right instore music means customers shop for longer

But survey finds the right instore music means customers shop for longer

The vast majority of shoppers (73%) do not want to hear festive songs in stores before December, according to a study released today by instore media specialist, Mood Media.

The study’s findings, which come as many stores roll out their festive decorations and music, also highlighted how Christmas tunes rarely put shoppers in the mood to buy presents: over three in five of those surveyed online by YouGov said hearing Christmas music in a shop did not make them think of buying gifts.

However, almost three quarters (74%) of consumers aged 18 to 44 said they like hearing instore music while they shop, while almost two thirds (64%) said they would browse for longer if they enjoyed the atmosphere in a store.

Vanessa Walmsley, senior vice president of corporate marketing for Mood Media, said: “The message is clear for retailers looking for ways to keep shoppers instore for longer: instead of using festive tunes just because the Christmas shopping season is about to begin, they can tailor their instore music to the tastes of their particular customer demographic.

Setting the mood for selling

“If customers actually like the tracks played in stores, they will stay longer and the chances of making a sale increases. As official figures show recent slower sales growth on the High Street, retailers need to be more creative with how they put their customers in the mood to spend this Christmas.”

Shoppers were also asked to rank the following important factors in creating a comfortable in-store atmosphere: music; visuals, such as screens or TVs; or instore fragrances or ‘scents’. Over two-fifths of 18-44 year-olds (42%) stated audio was most important, but those aged over 44 opted for instore ‘scents’ (50%).

Mood Media’s consultancy division works with retailers to increase customer footfall by using cutting-edge audio, visual or scent solutions – or integrating all three ‘sensorial’ media solutions – to raise customer awareness of their brand.

But the right kind of Christmas songs still hit the right note with shoppers: 59% of respondents said Christmas songs really add to their Christmas cheer, while Bing Crosby’s White Christmas was particularly popular among those surveyed, with around 10% naming it as their favourite Christmas tune.