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• Sensory Branding Statistics

  • 91% of retail customers surveyed say music has an effect on their behavior while shopping. (The Gallup Organization)
  • 89% of people feel in-store television is an easy way to learn about new products. (Guideline Ad Awareness Recall Study)
  • 80% of customers say on-site messaging influences their buying decision. (Point-of-Purchase Advertising Institute)
  • 84% of people in the study said they were more likely to buy...in a scented room. (Smell and Taste Research Foundation)

Impact of Store Atmosphere

From the earliest marketplaces, merchants have understood the importance of presenting merchandise in its best light to make the most sales. The increasingly sophisticated technology has been incorporated to enhance it even further: music, visuals and in-store messaging. All of these factors come into play to appeal to customers emotionally and the result is sales.

A store’s atmosphere has an influence on sales. Retailers know it and customers know it. But how much of an effect? A study contracted by DMX in 2004, gives us that information in a way that can be quantified. Here is what we learned:

• 63% of consumers recall a store’s atmosphere causing them to stay longer to browse with 45% of those saying that they spent more money. The impact has shown to be greater among the high-income shoppers (83%) and younger shoppers (66%).
• 19% of consumers reported that the music playing in a store caused them to stay longer with 40% saying that music has caused them to leave a store. The study showed that older customers were the most sensitive to the wrong kind of music playing.
• 70% of retailers agree that their music increases sales, with 12% agreeing strongly.
• One in 10 customers say that they have made a purchase based on something they saw promoted on an in-store video screen.
• 30% of consumers say that in-store messaging has caused them to buy.
• 93% of retailers agree that audio message marketing increases sales, with 47% agreeing strongly.

These results show a solid, quantifiable link between a store’s atmosphere and the results on shopping behavior. Consumers are influenced strongly by their surroundings. When they enjoy the atmosphere they stay longer, browse more and purchase more. Forward-looking retailers are realizing that the investment in these intangibles – music, video and in-store messaging – is as valuable as their investment in inventory to increase their sales and improve their bottom line.

Related posts:

1. The Importance of Store Atmosphere: Retailer’s Perspective
2. The Importance of Store Atmospherics
3. The Impact of In-Store Video and Audio Messaging
4. In-Store Video: The Retailer’s Perspective
5. Types of Stores Where Atmospherics Play the Largest Role

Learn more about DMX Services.

5 Comments »

1. When you have 63% of people surveyed say they stayed longer in the store because of better atmosphere and even more so that 45% of them spending more money, you have to begin to think you’re on to something. It raises some good points and this is something I need to use to attempt to save my business.

   Comment by Jimmy C. — September 24, 2009 @ 11:00 pm

2. Quite a neat link found between customers and their reactions to atmosphere. This is something to definetely have a look at and do a bit more research as it could provide a new key to keeping customers happy that I had not put much thought into before. Investing into the intagibles is a great way to help a business succeed and this is something else to look at for sure.

   Comment by Roy Jansen — September 24, 2009 @ 11:35 pm

3. Excellent results you guys posted. It’s quite a nice thing to know that atmosphere caused 63% of patrons to stay longer and which in turn, caused them to purchase more. All the results you have posted are very positive for stores that apply atmospheric enhancement strategies.

   Comment by Jon Carter — September 25, 2009 @ 9:58 pm

4. These results that you guys found in the study you guys had done for your are astonishing! It just goes to show you that if you use the right atmosphere, you have a good chance of making customers happy.

   Comment by Jean Wilson — September 26, 2009 @ 8:57 pm

5. The link found in the study you had found is quite solid and really shows the link between better atmosphere and customer retention and spending. Investing in tools like music, video and in-store messaging is quite valuable and should never be downplayed with the roles it plays in a business.

   Comment by Bernadette — September 28, 2009 @ 3:46 am

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