“Chain Store Age: Music, Visuals…Critical to In-Store Experience”

shoppingAccording to a report by chainstoreage.com, in-store music is a critical part of a customer’s shopping experience, and can have a serious impact on how they perceive the store. This comes from information provided by Walnut Unlimited, a global market research agency specializing in neuroscience and behavioral psychology.  The article states:

“When it comes to choosing in-store shopping over online, a store’s atmosphere is key.

Seventy-eight percent of shoppers globally said an enjoyable in-store atmosphere is a key factor in their decision to choose in-store over e-commerce…Music ranked as the number one factor to improve a shopper’s mood in-store, with an overall positive impact on 85% of shoppers. But not just any music will do as 57% of shoppers would disengage if brands make poor music choices.

The study, “Elevating the Customer Experience: The Impact of Sensory Marketing,” explored the impact of a store’s atmosphere – including sensory elements – on the overall shopping experience, as well as what drives certain customer behaviors, such as revisiting a store or making a purchase. It surveyed more than 10,000 consumers across 10 countries worldwide including the U.S.”

The article goes on to note:

  • An enjoyable atmosphere with attention to detail matters: 84% said an enjoyable in-store atmosphere (with music, and visuals) is a key factor in deciding to make purchases in-store over online. Geographies coming in even higher include Spain at 89%, China at 88% and the United Kingdom at 86%.
  • Music impacts dwell times: 45% have spent longer in a store than they otherwise would have because they’ve “enjoyed the music,” which lines up with the global result of 46%.
  • Visual Inspiration: 43% said they have been influenced by digital screens in-store, in line with global findings. Younger generations of Americans cite an even stronger proclivity toward being inspired by in-store digital screens – 62% of 18-24 year olds, and 63% of 25-34 year olds.

For anyone still on the fence about the impact of in-store music, this study is hard proof that it can have real returns for your business.shopping