As the New Year brings in the peak holiday trading season, with leading holiday retailers reporting record sales this January, research conducted by music licensing company PPL into the holiday retail sector, has revealed how playing recorded music in-store can help to put consumers in the ‘holiday mood’, increasing sales and providing a boost to the bottom line.
Research from the organisation shows in-store music creates a welcoming environment.
Almost all staff respondents surveyed working in a travel retail environment agree that customers would be happier if music was played in-store, while 81 per cent of customers agree that playing music creates a better atmosphere for shoppers.
This in turn can help to increase customer dwell time.
Over half of customers said they would spend more time browsing in a store playing music, while three in four customers agreed that they feel more relaxed shopping in retail stores that play music.
The research shows that music can positively influence consumers’ purchasing decisions when booking a holiday.
Around two thirds of customers agree playing music removes any awkward silences while shopping for a holiday, while 54 per cent agree that shopping in a store that plays music would increase their likeliness of purchasing a holiday compared to a store that does not play music.
Additionally music can enhance positivity and productivity in-store; 95 per cent of staff felt that in-store music creates a better working environment, making them more productive.
The majority of staff said that playing music in store improves their mood and 83 per cent went as far as to say that they would be demotivated if the music was turned off.
Christine Geissmar, operations director, PPL added: “We are committed to raising awareness of the numerous emotional and financial benefits that music can bring to businesses.
“In a difficult economic climate, our research shows that placing music at the heart of the customer experience can reap real rewards - including enhanced customer experience, staff satisfaction, increased dwell time and sales.”
Music can also help to give a brand a competitive advantage in the market place; 99 per cent of staff said that in general they think retail stores that play music tend to be more modern and appealing places to shop – something that is more important than ever, given the rise in online shopping.
The genre of music for staff is also a key consideration for in-store music – 88 per cent stated that they would prefer to listen to music by recognisable performers rather than sound-alikes, highlighting the value and appreciation for original artist music.
For more information on the research and benefits music can bring to the travel retail sector, visit musicworksforyou.com.
PPL is the UK-based music licensing company which licenses recorded music for broadcast, online and public performance use.
You can find more information on their website.