Music can enhance customer experience even in non-traditional retail environments, suggests a study published Thursday by
Mood Media and the
Society of Composers, Authors and Publishers of Music (SACEM). The study was conducted in France.
Customers have had a more favorable experience in five business locations – including the gas station, optics, banks, sportswear and pharmacies, according to the company. 39; study.
"It's undeniable that music has an incredible ability to connect at an intimate and personal level," said Danny Turner, Mood Media's international vice president of creative programming.
"Brands that understand the connectivity between the brand and the store experience, facilitated by the incredible power of music to forge an emotional connection, are well on the way to improving the # 39, customer experience, "he told CRM Buyer.
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According to Valentina Candeloro, director of international marketing at Mood Media, companies should consider the background music as important as the layout of a store, lighting or d & # 39; other key elements of the design.
Mood Media began designing music programs for an increasingly diverse set of retail outlets, she told CRM Buyer, including car dealerships, credit unions, residential buildings and retirement homes.
When the researchers designed the study, the data indicated that 90% of French people listened to music every day, but only 70% of companies played music, noted Candeloro
.
Some non-market businesses, such as pharmacies, opticians, and banks, were concerned about the impact of music, given the more serious nature of the transactions or activities that took place in their localities , did she say.
"The results of this study have revealed and quantified the impact and potential of music on a wide range of business types," said Jean-Félix Choukroun, director of customer relations for the SACEM.
Music Markers
Seventy percent of study respondents reported having a more positive perception of a company when music was playing over their heads, while 65% said that the music of the company played overhead. place helped to differentiate the company from the competition.
Ninety-three percent of employees in these locations preferred music to no music at work.
When asked if they wanted music in more serious places, like banks and pharmacies, only 33% said that they thought the music would be appropriate.
However, 76% of customers who experienced music in these types of venues said that they thought that music was complementary and compatible with businesses.
Atmosphere in store
Music can absolutely have a positive impact on retail traffic management and customer engagement in a particular location, said Nikki Baird, managing partner of
RSR Research.
"The essential, it's absolutely useful," she told CRM Buyer. "This allows consumers to stay longer and be in a more pleasant mood."
Research has shown that you need a minimum two-hour loop of music in-store to avoid employees being made crazy by rehearsal and having the music cut off, Baird noted.
Music in the store or business can have a definite positive impact on a promoter's net score of a venue, reflecting customers' willingness to recommend this activity to others, notes Cindy Zhou. , Senior Analyst at Constellation Research.
For example, the home music of W Hotels, the trendy hospitality brand of Starwood Hotels, has become popular enough to generate its own Spotify playlist, she told CRM Buyer, as well as a microsite reserved for music fans.
