Have you consider the effect in-store music could have on your retail design? If not, you may be missing out.

Playing recorded music in-store can increase sales by putting customers into a ‘holiday mood’, according to a new study from music licensing company Phonographic Performance Limited (PPL).

In addition to influencing purchasing behaviour, music is proven to improve staff productivity. The report found 98 per cent of employees surveyed by PPL agreed music would encourage their productivity, motivation and positive moods.

The PPL study involved a nationwide poll across the United Kingdom, where more than 2,000 staff and customers of a leading retail travel brand were surveyed.

In regards to music-based benefits for retail branding, 99 per cent of those staff members surveyed believed stores that played music tend to be more modern and appealing to consumers and employees.

From the consumer perspective, 66 per cent agreed music helped remove awkward silences while shopping. This can potentially improve the sales experience and encourage customers to stay in the store for longer.

Additionally, 76 per cent admitted they felt more relaxed shopping in stores that play music, compared with their experience in quieter retail establishments.

Over half (54 per cent) of the consumer respondents also agreed that shopping in a store that played music put them in a holiday mood, which made them more likely to want to spend money on holiday-related purchases.

If you are considering adding music into your retail strategy, the PPL study also highlights the importance of playing recognisable artists and popular tunes. More than 85 per cent of the staff surveyed by PPL agreed they would prefer to work in stores that played recorded music by well-known bands and performers.

While music seems to be vital for gaining a competitive edge in the retail marketplace, business owners in Australia are recommended to ensure they understand the licence requirements and best practices for playing recorded songs.

“All we ask is that anyone choosing to play recorded music is legally compliant by obtaining a licence, ensuring that all those who invest their time and money in making recorded music are paid fairly for their work,” PPL Operations Director Christine Geissmar said in a January 27 statement.