NEWS

Shoppers not in the mood for carols this Christmas

• A store’s bespoke playlist can now be targeted to their customers’ tastes
• The nation still loves Bing Crosby’s ‘White Christmas’

The vast majority of shoppers (73%) do not want to hear festive songs in stores before December, according to a study released today by the world’s largest in-store media specialist, Mood Media Corporation (TSX:MM/ LSE AIM:MM).

The study’s findings, which come as many stores roll out their festive decorations and songs, also highlight Christmas tunes rarely put shoppers in the mood to buy presents: over 3 in 5 of those surveyed online by YouGov1 at 61% said hearing Christmas music in a shop does not make them think of buying gifts.

However, almost three quarters (74%) of consumers aged 18 to 44 say they like hearing in-store music while they shop, while almost two thirds (64%) say they would browse for longer if they enjoyed the atmosphere in a store.

Vanessa Walmsley, SVP of Corporate Marketing for Mood Media Corporation, said: ‘The message is clear for retailers looking for ways to keep shoppers in-store for longer: instead of using festive tunes just because the Christmas shopping season is about to begin, they can tailor their in-store music to the tastes of their particular customer demographic.

‘If customers actually like the tracks played in stores, they will stay longer and the chances of making a sale increases2. As official figures show recent slower sales growth on the High Street, retailers need to be more creative with how they put their customers in the mood to spend this Christmas.’

Shoppers were also asked to rank the following important factors in creating a comfortable in-store atmosphere: music; visuals, such as screens or TVs; or in-store fragrances or ‘scents’. Over two-fifths of 18-44 year-olds (42%) stated audio was most important, but those aged over 44 opted for in-store ‘scents’ (50%).

Mood Media Corporation’s consultancy division works with retailers to increase customer footfall by using cutting-edge audio, visual or scent solutions – or integrating all three ‘sensorial’ media solutions – to raise customer awareness of their brand. Its audio solutions can range from customised playlists from its library of 1.8m rights-included tracks, through to visual solutions such as touch-screens and video walls.

The company works with retailers to analyse their customer demographic, so music can be played at different times of the day to suit the tastes of customers at any given time.
It also has a range of up to 26 in-store scents; for example, ‘Christmas tree’ evokes the holiday season through the invigorating smell of an authentic white pine and birch tree, which Mood Media Corporation spreads subtly throughout the store through a unique ‘nebulisation’ process.

Lorne Abony, CEO of Mood Media Corporation, said: ‘We are the only company in the world to offer these three integrated solutions in one service. Our clients are ahead of the curve as they know how to provide the right environment for their customers.’
The right kind of Christmas songs still hit the right note with shoppers, however: 59% of respondents said Christmas songs really add to their Christmas cheer, while Bing Crosby’s White Christmas was particularly popular among those surveyed, with around 10% naming it as their favourite Christmas tune.

Editor’s notes:
1 All figures, unless otherwise stated, are from YouGov Plc. The Christmas song survey sample size was 2,149, with fieldwork undertaken between 19th - 21st October 2010. The Instore Music survey total sample size was 2,204 adults, with fieldwork undertaken between 26th - 28th October 2010.  The surveys were carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
2 Research conducted by Data2Decisions on behalf of The Co-operative earlier this year shows multi-media in-store activity can boost the additional sales uplift from promotions by an average of 25% (The Co-operative, April 13, 2010)

About Mood Media Corporation
Mood Media Corporation (TSX:MM/ LSE AIM:MM) is a leading in-store media specialist that uses a mix of music, visual and scent media to help its clients communicate with consumers with a view to driving incremental sales at the point-of-purchase.

Operating through its two principal divisions; In-Store Media and Retail Point-of-Purchase, Mood Media Corporation works with more than 800 retail chains in more than 30 countries throughout North America, Europe, Asia and Australia.

Mood Media Corporation was formed in June 2010, following the acquisition of Mood Media Group SA by Fluid Music Canada, Inc. Through its subsidiaries Mood Media, Somerset Entertainment and Trusonic Inc., Mood Media Corporation is driving growth of in-store media solutions across multiple markets.

Mood Media Corporation operates an international in-store media and music retail business with an extensive geographic footprint and a broad client base including several multinational blue chip organizations.

For more information on Mood Media Corporation visit www.moodmedia.com or contact:

Alan O’Sullivan, Fleishman-Hillard, Tel: 020 7395 7017,
E-mail: alan.osullivan@fleishmaneurope.com