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We have partnered with leading UK charity retailer DEBRA, which supports people living with Epidermolysis Bullosa (EB), to run the first known study into how different genres of background music influence behaviour and sales within a charity store environment.
Charity shops have never been more vital - but unfortunately, have also never faced more challenges. With rising costs, increased competition, and increased pressure to maximise every square foot of store space, retailers are looking for innovative ways to improve customer experience and drive revenue.
Background music is already a proven tool in mainstream retail and hospitality. But in charity retail - where audiences are broader, their motivations are driven by their values, and store environments differ dramatically - its impact has never been properly studied.
Until now.
We conducted a 21-day in-store study that tested three contrasting music genres - pop, classical, and jazz - while controlling variables like tempo and volume. We looked at their impact on sales, customer spend, staff mood, and in-store atmosphere.
Our research revealed clear behavioural differences between music genres - from how long customers lingered, to how staff interacted, to how the atmosphere shifted throughout the day.
Explore why certain genres encourage browsing, why others fall flat, and how subtle acoustic cues can shift both customer and staff behaviour.
We gathered direct feedback from staff and customers, offering real-world perspectives on how the soundtrack shaped the store’s mood and overall experience.
Real life guidance on how charity and traditional retailers can use music more strategically - including how to match music to audiences, and simple changes that can have a meaningful impact.
Discover how a simple change in soundtrack can increase dwell-time, improve staff mood, elevate customer experience - and boost sales.
Get your free copy here (no details required).
Through carefully curated background music and digital signage, Startle helps retail spaces come to life, becoming a powerful element of your brand building whilst easing operational headaches with our intuitive, industry-leading tech.
Our intuitive user platform, Studio, allows you to easily replicate a perfectly branded atmosphere across an entire estate.
And it’s all supported by our award-winning Relentless Support™. From making your switch to Startle as easy as possible, to giving you a fully managed service that takes care of your brand.
