Marks and Spencer updated its music policy last year and made its outlets music-free following complaints from customers about the noise.
Most of the customer base of the retail giant is elderly with dementia and hearing problems. Such customers found background music disorientating and it resulted with less enjoyable shopping.
The study was led by Professor Sven-Olov Daunfeldt and he said, “When done right, music has a major positive effect on sales, largely stemming from guests purchasing more items such as desserts and sides. Play the wrong music, and you just might find that you’re alienating that very same customer and selling significantly less.”
Daunfeldt further continued that perfect playlists are those that are a mixture of well-known as well as lesser known hits. The playlists should also be equipped with a mixture of what’s popular within the restaurant’s theme.
Oxford University had earlier found in another study that traditional music set the mood for diners in curry restaurants and it made food taste hotter.
Researchers added distorted notes, fast beats and high-pitched sounds enhances the heat sensation from chilli peppers and hence such soundtracks can boost up spiciness of food by about 10 percent.
A McDonalds spokesman said music is also important for them boost up sales as the menus, seating layout, lighting, materials and colors at the outlets.