Putting management in the right Mood

The vast majority of shoppers say they like hearing in-store music while they shop, according to a study by the leading in-store media specialist, Mood Media Corporation. Almost three quarters (74 percent) of consumers aged 18 to 44 say they like hearing in-store music while they shop, while almost two thirds (64 perceent) say they would browse for longer if they enjoyed the atmosphere in a store.The online survey by YouGov on behalf of Mood Media Corporation will be of particular interest to store management interested in increasing their customer footfall.

Vanessa Walmsley, SVP of Corporate Marketing for Mood Media Corporation, said: "The message is clear for retailers looking for ways to keep shoppers in-store for longer: instead of using the wrong type of audio tracks or no audio at all, managers can tailor their in-store music to the tastes of their particular customer demographic. If customers actually like the tracks played in stores, they will stay longer and the chances of making a sale increases."

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 in-store fragrances or 'scents'. Over two-fifths of 18-44 year-olds (42 percent) stated audio was most important, but those aged over 44 opted for in-store 'scents' (50 percent).

Mood Media Corporation'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. Its audio solutions can range from customised playlists from its library of 1.8 million rights-included tracks, through to visual solutions such as touch-screens and video walls.