Shop music sends consumers to the exit doors

If you are one of those shoppers who hears the tinkle tinkle of Cliff Richard’s Mistletoe and Wine and promptly goes into anaphylactic shock you are not alone.

High street brands are being warned to take care when selecting in-store music, with the results of new research showing that half all of shoppers head straight to the exit if the music being played irritates them.

The study carried out by Immedia Plc, found that 23 per cent of shoppers would be less likely to return to a retailer if they don’t like the music it plays.

Immedia’s scientific advisor Dr Vicky Williamson says: “In specific terms, in-store music should be chosen with care and attention to the brand or product identity. Studies have shown that a poor degree of fit between brand and music can result in negative customer feedback, lower sales, and fewer customer referrals.”