It has long been known that background music can affect how consumers experience and act in a marketplace. However, we know very little about the staff’s experiences of the background music, and what the effects will be if the staff can to a greater extent influence the music that is played in the store.
The overall purpose of this project has been to study the staff’s experiences of background music in the retail trade, and whether sales are affected by the staff being given opportunities to influence the background music in the store.
The research is based on two large-scale field experiments in two different retail chains (Hästens and Filippa K). Soundtrack Your Brand has designed the playlists used in the experiments and via their technical platform we have been able to randomly decide where and when the music is played in the stores. The large-scale and design of the experiments means that we can comment on the effects with greater certainty than previous studies
of the music played in the stores. In the project, we combine statistical analysis of sales data with in-depth interviews of the staff in the stores.
The results presented in the report show that: